Ivan GUITART
Associate Professor, director of MTCI research center
Research topics
1. Advertising
2. Advertising content
3. Advertising effectiveness
4. Marketing mix modeling
5. Brand equity
Prices and awards
Publications
Guitart, Ivan, Schwaiger, Manfred, Eberhardt, Johanna. 2024. How and Why Does Corporate Reputation Moderate Mass Media News’ Impact On Market Value?. Schmalenbach Journal of Business Research, 76 (1) : 1-28 p.
Hervet, Guillaume, Guitart, Ivan. 2022. Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics. Journal of Business Research, 153 : 467-478 p.
Guitart, Ivan, Stremersch, Stefan. 2021. The impact of informational and emotional television ad content on online search and sales. Journal of Marketing Research, 58 (2) : 299-320 p.
Guitart, Ivan, Hervet, Guillaume, Gelper, Sarah. 2020. Competitive advertising strategies for programmatic television. Journal of the Academy of Marketing Science, 48 (4) : 753-775 p.
Guitart, Ivan, Hervet, Guillaume, Hildebrand, Diogo. 2019. Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad. International Journal of Advertising, 38 (1) : 154-170 p.
Guitart, Ivan, Gonzalez, Jorge, Stremersch, Stefan. 2018. Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity. International Journal of Research in Marketing, 35 (3) : 471-489 p.
Guitart, Ivan, Hervet, Guillaume. 2017. The impact of contextual television ads on online conversions: An application in the insurance industry. International Journal of Research in Marketing, 34 (2) : 480-498 p.
Academic articles
Guitart, Ivan, Hervet, Guillaume. 2023. On the Interaction Between Television and Branded Search Advertising and Its Implications for Real-Time Syncing. 45th, Miami, Florida, USA, June 8-10, 2023. Miami : INFORMS
Guitart, Ivan, Hervet, Guillaume. 2022. Quantifying the Benefits of Syncing Search Engine and Television Ads. Budapest, Hungary, May 24, 2022. EMAC, European Marketing Academy
Conferences
Guitart, Ivan, Rocha e Oliveira, Paulo. 2010. Gas Natural: Improving the Profitability of Servigas. IESE Publishing, M-1234-E : 17 p.
Guitart, Ivan, Lopez-Urdiales, José Mariano, Rocha e Oliveira, Paulo, Capizzani, Mario. 2009. AèroTec's Systèmes Navigateur: A Travel Experience from out of This World. IESE Publishing, M-1225-E : 18 p.
Case studies
Associations
- EMAC - European Marketing Association
Communications & Seminars
- EMAC - OSLO, NORWAY (June 2016)
-An Empirical Study of the Effects of Contextual Advertising on Television
-An Empirical Investigation of Direct-to-Consumer Campaign Effectiveness in the Presence of Voluntary Contact Information Disclosure (presented by Yashar Bashirzadeh)
- MARKETING SCIENCE - ISTANBUL, TURKEY (July 2013)
-Optimal Introduction Sequence for a New Component Technology across the Product Line