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Developing Structural Maps Of Sales Research Knowledge: Three Essays
(Marketing, 2011-10-11)
The overall goal of the dissertation is to analyze the accumulated knowledge and explore research gaps in empirical sales research. Therefore, applying a structural map derived from a comprehensive synthesis of empirical ...
When Are Super Bowl Advertisings Super? An Empirical Analysis Of The Economic Impact Of Super Bowl Advertising
(Marketing, 2011-10-11)
This dissertation investigates the relationship between Super Bowl advertising and advertisers' market valuation. The first essay identifies several factors that influence the financial rewards of this media-placement ...