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June 2012Volume 52, No. 2
JOURNAL OF ADVERTISING RESEARCH ANDREW EHRENBERG: A TRIBUTE (1926–2010)
VOL. 52, NO. 2 JUNE 2012
Editorial: Lessons from a Legend Geoffrey Precourt
Mind Over Metrics: Send This to your CFO ... Anonymously Pat LaPointe, MarketingNPV
Marketing Matters: Lifting the Productivity of Television Advertising—Nothing Matters More Than the Brand. Nothing. Jenni Romaniuk, Ehrenberg-Bass Institute
The Economic Value of Celebrity Endorsements Anita Elberse, Harvard Business School, and Jeroen Verleun, Barclays Capital
The High Stakes of Sweepstakes: Too Much of a Good Thing Can Demotivate Digital Consumers Caroline Wilcox, University of Rhode Island, and Arch G. Woodside, Boston College
How Validation Can Trump Digital Waste and Generate Value across the Digital Advertising Ecosystem Linda Boland Abraham, Anne Hunter, and Andrea Vollman, comScore
Andrew Ehrenberg: A Tribute (1926–2010) The Ehrenberg Legacy: Lessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing
John Scriven, London South Bank University, and Gerald Goodhardt, Ehrenberg-Bass Institute
It’s a Dirichlet World: Modeling Individuals’ Loyalties Reveals How Brands Compete, Grow, and Decline Byron Sharp, Ehrenberg-Bass Institute, Malcolm Wright, Massey University, John Dawes, Carl Driesener, Ehrenberg-Bass Institute, Lars Meyer-Waarden, EM Business School, Lara Stocchi, Ehrenberg-Bass Institute, and Philip Stern, Loughborough University
The Power of Before and After: How the Dirichlet Can Analyze the Sales Impact of a Promotional Activity James McCabe, ABB, Philip Stern, Loughborough University, and Scott G. Dacko, Warwick Business School
The 38-Percent Solution: Empirical Generalizations for Repeat Viewing of Television Programs Peter J. Danaher and Tracey S. Dagger, Monash University
New Brand Extensions: Patterns of Success and Failure Jaywant Singh, Kingston University, John Scriven, Maria Clemente, London South Bank University, Wendy Lomax, Kingston University, and Malcolm Wright, Massey University
Brand Image and Brand Usage: Is a Forty-Year-Old Empirical Generalization Still Useful? Jenni Romaniuk, Svetlana Bogomolova, Ehrenberg-Bass Institute, and Francesca Dall ’Olmo Riley, Kingston University
In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ Mark Uncles, University of New South Wales, Rachel Kennedy, Magda Nenycz-Thiel, Ehrenberg-Bass Institute, Jaywant Singh, Kingston University, and Simon Kwok, University of New South Wales
What’s Not to “Like?” Can a Facebook Fan Base Give a Brand the Advertising Reach it Needs? Karen Nelson-Field, Erica Riebe, and Byron Sharp, Ehrenberg-Bass Institute
Brand Growth at Mars, Inc.: How the Global Marketer Embraced Ehrenberg’s Science with Creativity Rachel Kennedy, Mars Marketing Laboratory, Ehrenberg-Bass Institute, and Bruce McColl, Mars, Inc.
Contact Nick Garramone at 212-299-0756 [email protected] for more information