Concepedia
Statistics
Publications
23
Citations
1.4K
H-Index
17
Active since
1973
Affiliations
Miami University(Current)
Georgetown University
University of Alabama
Rochester Institute of Technology
Michael McCarthy is an author at Miami University specializing in marketing, management, and consumer research.
Top concepts
MarketingManagementConsumer ResearchBusinessBrand ManagementConsumer BehaviorBrand StrategyBrand AwarenessBrand EquityMedicine
Publications per year
1973–2021
Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies
Sandra Milberg, C. Whan Park, Michael McCarthy · Journal of Consumer Psychology · 1997 · 289 citations
Improving competitive position using branded ingredients
Michael McCarthy, Donald G. Norris · Journal of Product & Brand Management · 1999 · 147 citations
Consumer Uncertainty, Moderate‐quality Host Brands, Brand Strategy +17
Effects of typographic factors in advertising‐based persuasion: A general model and initial empirical tests
Michael McCarthy, David L. Mothersbaugh · Psychology and Marketing · 2002 · 130 citations
Behavioral Decision Making, Consumer Motivation, Targeted Advertising +26
Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media
Gillian K. Oakenfull, Michael McCarthy, Timothy B. Greenlee · Journal of Advertising Research · 2008 · 100 citations
Queer Politics, Digital Marketing, Targeted Advertising +24
The Asymmetric Effects of Extending Brands to Lower and Higher Quality
Timothy B. Heath, Devon DelVecchio, Michael McCarthy · Journal of Marketing · 2011 · 89 citations
Customer Satisfaction, Brand Strategy, Consumer Research +19
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