Goethe-Marketing Department mit 13 Beiträgen auf der ISMS Marketing Science Conference 2017!

ISMS Marketing Science Conference, 7.06.-10.06. 2017 in Los Angeles, USA

Das Goethe-Marketing Department ist dieses Jahr abermals stark auf der Marketing Science Conference vom 07.06. - 10.06. 2017 in Los Angeles vertreten. Insgesamt werden 13 Vorträge gehalten.


  • How Does Digital Advertising Impact Firm Performance and Firm Value?

          Shuba Srinivasan, Emanuel Bayer, Edward Riedl, Bernd Skiera

  • The Impact Of Display Ad Viewability On Advertising Effectiveness

          Christina Uhl, Nadia Abou Nabout, Klaus Miller

  • The Perils Of Ignoring The Budget Constraint In Single-unit Demand Models

          Max Pachali, Peter Kurz, Thomas Otter

  • The Triple Role Of Price

          Julia Wamsler, Jochen Reiner, Martin Natter

  • Are Breaking News Worth Paying For? Exogenous Demand Shocks And The Effect Of Paywalls On Online Newspaper Readership

          Klaus Miller, Kathrin Gruber

  • The Impact of Hard- and Soft-Floors in Real-Time Advertising Auctions on Publisher’s Profit

          Steffen Foersch, Marc Heise, Bernd Skiera

  • Consumer Protection And The Lack Of Regulation Of Innovative Enterprises

          Christian Schulze, Daniel Blaseg, Bernd Skiera

  • The Impact Of Symbolic Advertising And Symbol Affinity On Consumers' Ad Processing And Evaluations

           Eliza K. Pott, Jan R. Landwehr

  • Beating the Going-Public Effect in Firm Innovation

           Christine Moorman, Simone Wies

  • Economic Consequences Of Cookie Deletion

           Klaus Miller, Bernd Skiera

  • A Comparison Of Methods To Calculate Return Rates: Evidence From 16 Retailers

           Namig Nurullayev, Siham El Kihal, Bernd Skiera, Christian Schulze

  • The Drivers And Consequences Of Ad Blocking

           Evert de Haan

  • Models Of Endogenous Willingness To Respond In Choice Experiments

          Tetyana Kosyakova, Thomas Otter, Felix Eggers