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When Brands Go Dark

Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods

NICOLE HARTNETT, ADAM GELZINIS, VIRGINIA BEAL, RACHEL KENNEDY, BYRON SHARP
DOI: 10.2501/JAR-2021-009 Published 23 June 2021
NICOLE HARTNETT
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
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  • For correspondence: Nicole.Hartnett@marketingscience.info
ADAM GELZINIS
Endeavour Group
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  • For correspondence: adam.gelzinis@edg.co.au
VIRGINIA BEAL
Ehrenberg-Bass Institute
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  • For correspondence: Virginia.Beal@marketingscience.info
RACHEL KENNEDY
Ehrenberg-Bass Institute
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  • For correspondence: rachel.kennedy@marketingscience.info
BYRON SHARP
Ehrenberg-Bass Institute
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  • For correspondence: Byron.Sharp@marketingscience.info
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Article Information

DOI 
https://doi.org/10.2501/JAR-2021-009

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received February 3, 2020
  • Received (in revised form) May 18, 2020
  • Accepted July 13, 2020
  • Published online June 23, 2021.

Article Versions

  • You are currently viewing a Previous version of this article (June 23, 2021 - 02:37).
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Copyright & Usage 
Copyright © 2021 ARF. All rights reserved.

Author Information

  1. NICOLE HARTNETT⇑
  1. Ehrenberg-Bass Institute for Marketing Science, University of South Australia
  1. ADAM GELZINIS⇑
  1. Endeavour Group
  1. VIRGINIA BEAL⇑
  1. Ehrenberg-Bass Institute
  1. RACHEL KENNEDY⇑
  1. Ehrenberg-Bass Institute
  1. BYRON SHARP⇑
  1. Ehrenberg-Bass Institute
  1. Nicole.Hartnett{at}marketingscience.info
  2. adam.gelzinis{at}edg.co.au
  3. Virginia.Beal{at}marketingscience.info
  4. rachel.kennedy{at}marketingscience.info
  5. Byron.Sharp{at}marketingscience.info
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Vol 63 Issue 1

Journal of Advertising Research: 63 (1)
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When Brands Go Dark
NICOLE HARTNETT, ADAM GELZINIS, VIRGINIA BEAL, RACHEL KENNEDY, BYRON SHARP
Journal of Advertising Research Jun 2021, JAR-2021-009; DOI: 10.2501/JAR-2021-009

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When Brands Go Dark
NICOLE HARTNETT, ADAM GELZINIS, VIRGINIA BEAL, RACHEL KENNEDY, BYRON SHARP
Journal of Advertising Research Jun 2021, JAR-2021-009; DOI: 10.2501/JAR-2021-009
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  • Article
    • Abstract
    • Management Slant
    • INTRODUCTION
    • BACKGROUND
    • METHOD
    • RESULTS
    • DISCUSSION
    • ABOUT THE AUTHORS
    • Appendix Cases of Advertising Stops Classified into Conditions
    • REFERENCES
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More in this TOC Section

  • When Brands Go Dark: A Replication and Extension
  • The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research
  • A Comparison of Social Media Influencers’ KPI Patterns across Platforms
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