Ivan A. Guitart

The Impact of Informational and Emotional Television Ad Content on Online Search and Sales

Ivan A. Guitart, Stefan Stremersch · Journal of Marketing Research · 2020 · 59 citations · Full text

Business, Marketing, Marketing Management +17

Competitive advertising strategies for programmatic television

Ivan A. Guitart, Guillaume Hervet, Sarah Gelper · Journal of the Academy of Marketing Science · 2019 · 31 citations

Business, Communication, Marketing +12

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Ivan A. Guitart, Jorge González, Stefan Stremersch · International Journal of Research in Marketing · 2018 · 30 citations · Full text

Business, Marketing, Marketing Management +13

Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad

Ivan A. Guitart, Guillaume Hervet, Diogo Hildebrand · International Journal of Advertising · 2018 · 27 citations

Business, Marketing, Marketing Management +17

The impact of contextual television ads on online conversions: An application in the insurance industry

Ivan A. Guitart, Guillaume Hervet · International Journal of Research in Marketing · 2016 · 19 citations

Business, Insurance, Marketing +8