Items where Author is "Srinivasan, Shuba"

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

Hanssens, Dominique M. and Pauwels, Koen H. and Srinivasan, Shuba and Vanhuele, Marc and Yildirim, Gokhan (2014) Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33 (4). pp. 534-550. ISSN 0732-2399