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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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Citations: View citations in EconPapers (13)

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DOI: 10.1007/s11129-011-9114-3

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