Does banner advertising affect browsing for brands? clickstream choice model says yes, for some
Oliver Rutz (orutz@uw.edu) and
Randolph Bucklin (rbucklin@anderson.ucla.edu)
Quantitative Marketing and Economics (QME), 2012, vol. 10, issue 2, 257 pages
Keywords: Internet; Banner advertising; Clickstream; Logit choice models; Heterogeneity; C01; C11; C33; M31; M37 (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/s11129-011-9114-3
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