Television ad-skipping, consumption complementarities and the consumer demand for advertising

IF 1.3 4区管理学 Q3 BUSINESS

Qme-Quantitative Marketing and Economics Pub Date : 2017-10-03 DOI:10.1007/s11129-017-9192-y

Anna E. Tuchman, Harikesh S. Nair, Pedro M. Gardete

引用次数: 9

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电视跳广告、消费互补性与消费者广告需求

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来源期刊

Qme-Quantitative Marketing and Economics Multiple-

CiteScore

2.30

自引率

10.50%

发文量

期刊介绍： Quantitative Marketing and Economics (QME) publishes research in the intersection of Marketing, Economics and Statistics. Our focus is on important applied problems of relevance to marketing using a quantitative approach. We define marketing broadly as the study of the interface between firms, competitors and consumers. This includes but is not limited to consumer preferences, consumer demand and decision-making, strategic interaction of firms, pricing, promotion, targeting, product design/positioning, and channel issues. We embrace a wide variety of research methods including applied economic theory, econometrics and statistical methods. Empirical research using primary, secondary or experimental data is also encouraged. Officially cited as: Quant Mark Econ