Article : texte imprimé

Newspaper reports and consumer choice : Evidence from the do not call registry

Khim-Yong Goh, Auteur ; Kai-Lung Hui, Auteur ; Ivan P. L. Png, Auteur |

Dans Management science (Vol. 57 N° 9, Septembre 2011)

Despite annual expenditures on public relations exceeding $19.42 billion, U.S. businesses lack practical guidance about the effectiveness of publicity in mass media. Here, we assemble a rich and novel data set to gauge the impact of news reports[...]

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