How Dynamic Consumer Response, Competitor Response, Company Support, and Company Inertia Shape Long-Term Marketing Effectiveness

By Koen Pauwels. 2004

162 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Renewable Energy, Sustainability and the Environment

View Paper: https://www.semanticscholar.org/paper/d67326483e2a2c7c2bc53cff80b8da7e78ba1896

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

1. Koen Pauwels
2. Xueming Luo
3. Shuba Srinivasan
4. Dominique M. Hanssens
5. Vincent R. Nijs
6. Jorge M. Silva-Risso
7. Thorsten Wiesel
8. Evert de Haan

In Marketing

1. Koen Pauwels
2. Shuba Srinivasan
3. Xueming Luo
4. Dominique M. Hanssens
5. Vincent R. Nijs
6. Jorge M. Silva-Risso
7. Jie Zhang
8. M. Wedel

In Renewable Energy, Sustainability and the Environment

1. Xueming Luo
2. Shuba Srinivasan
3. Evert de Haan
4. Thorsten Wiesel
5. Jorge M. Silva-Risso
6. Dominique M. Hanssens
7. Jie Zhang
8. M. Wedel

Citations in the corpus

• The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework (2016, methodology): “For Equation (3.1)’s B and Φi; respectively the direct (same-period) and lagged effects, we can restrict some of the parameters to zero to capture specific relationships (Pauwels 2004).”
• Retail-Price Drivers and Retailer Profits (2007, background): “By capturing such feedback loops, VARX estimation yields a comprehensive picture of observable retail-price drivers (Pauwels 2004).”
• Quantifying the Long-Term Impact of Negative Word of Mouth on Cash Flows and Stock Prices (2009, methodology): “…contribution to the WOM literature by revealing wear-in effects (i.e., the several months before the stock price impact of NWOM reaches the peak point) and wear-out effects (i.e., the number of months after the peak before the stock price impact of NWOM dies out) (e.g., Little 1979, Pauwels 2004).”
• Social Media and Firm Equity Value (2013, unknown): “The largest (in absolute value) impulse response coef-ficients determine the peak predictive value (Pauwels 2004, Srinivasan et al. 2010).”
• Washing Away Your Sins? Corporate Social Responsibility, Corporate Social Irresponsibility, and Firm Performance (2016, background): “…a subset of the endogenous variables and thus allow researchers to investigate the effect of one variable on the partial dynamic system (for technical details, see Pauwels 2004).8 The gray line in Figure 4 illustrates the effect of CSI on firm performance under the dynamic system without CSR.”
• New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry (2004, methodology): “Finally, we show how a vector-autoregressive (VAR) model satisfies the requirements, and we detail the empirical estimation steps.”
• The Effectiveness of Customized Promotions in Online and Offline Stores (2009, background): “Pauwels (2004) and Steenkamp and colleagues (2005) confirm this finding.”