Ivan GUITART

Stremersch, Stefan, Cabooter, Elke, Guitart, Ivan, Camacho, Nuno. 2024. Customer insights for innovation: A framework and research agenda for marketing. Journal of the Academy of Marketing Science, FORTH : 23 p.

Béal, Mathieu, Lécuyer, Charlotte, Guitart, Ivan. 2024. Humor in Online Brand-to-brand Dialogues: Unveiling the Difference between Top Dog and Underdog Brands. Journal of Interactive Marketing, FORTH

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.

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

Guitart, Ivan. 2024. Enhancing our understanding of how content and context impact advertising effectiveness. Habilitation à diriger des recherches ès Sciences de Gestion, Université Jean Moulin Lyon 3. 132 p.

Guitart, Ivan, Ferrer, Juan Carlos, Rocha e Oliveira, Paulo. 2016. Fijación de precios basándose en la creación de valor: ¿Cuánto está dispuesto a pagar el cliente?. Harvard Deusto Marketing y Ventas, 136

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.