| Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity IA Guitart, J Gonzalez, S Stremersch International Journal of Research in Marketing 35 (3), 471-489, 2018 | 53 | 2018 |
| The impact of informational and emotional television ad content on online search and sales IA Guitart, S Stremersch Journal of Marketing Research 58 (2), 299-320, 2021 | 51 | 2021 |
| Using eye-tracking to understand the impact of multitasking on memory for banner ads: The role of attention to the ad IA Guitart, G Hervet, D Hildebrand International Journal of Advertising 38 (1), 154-170, 2019 | 29 | 2019 |
| The impact of contextual television ads on online conversions: An application in the insurance industry IA Guitart, G Hervet International Journal of Research in Marketing 34 (2), 480-498, 2017 | 22 | 2017 |
| Competitive advertising strategies for programmatic television IA Guitart, G Hervet, S Gelper Journal of the Academy of Marketing Science 48 (July), 753-775, 2020 | 21 | 2020 |
| Fijación de precios basándose en la creación de valor: ¿cuánto está dispuesto a pagar el cliente? IA Guitart, P Rocha e Oliveira, JC Ferrer Harvard Deusto Márketing y Ventas, 24-30, 2016 | 4 | 2016 |
| Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics G Hervet, IA Guitart Journal of Business Research 153 (December), 467-478, 2022 | 3 | 2022 |
| How and why does corporate reputation moderate mass media news’ impact on market value? IA Guitart, M Schwaiger, J Eberhardt Schmalenbach Journal of Business Research, 2023 | | 2023 |
| AéroTec Systèmes' Navigateur: A Travel Experience from Out of This World P Rocha e Oliveira, M Capizzani, IA Guitart, JM López-Urdiales IESE Publishing, 2009 | | 2009 |
| Gas Natural: Improving the Profitability of Servigas P Rocha e Oliveira, IA Guitart IESE Publishing, 2009 | | 2009 |
Guillaume Hervetemlyon business schoolVerified email at em-lyon.com
