Guillaume HERVET

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, 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, 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.

Hervet, Guillaume, Guérard, Katherine, Tremblay, Sébastien, Chtourou, Mohamed Saber. 2011. Is banner blindness genuine?: Eye tracking internet text advertising. Applied Cognitive Psychology, 25 (5) : 708-716 p.

Boulaire, Christèle, Hervet, Guillaume, Graf, Raoul. 2010. Creativity chains and playing in the crossfire on the video‐sharing site YouTube. Journal of Research in Interactive Marketing, 4 (2) : 111-141 p.

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

Bachelard, Olivier, Hervet, Guillaume. 2013. L’analyse du discours des dirigeants d’écoles de commerce sur l’intériorisation des normes. 31ème, Mons, 29-30 Août 2013. Université de Mons