Items where Author is "Pauwels, Koen"

Journal Article

Pauwels, Koen and Demirci, Ceren and Yildirim, Gokhan and Srinivasan, Shuba (2016) The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33 (4). pp. 739-753. ISSN 0167-8116

Pauwels, Koen and Erguncu, Selin and Yildirim, Gokhan (2013) Winning hearts, minds and sales : how marketing communication enters the purchase process in emerging and mature markets. International Journal of Research in Marketing, 30 (1). pp. 57-68. ISSN 0167-8116