Should Companies Bid on Their Own Brand in Sponsored Search? - Tobias Blask; Burkhardt Funk; Reinhard Schulte (ICE-B, 2011)

To Bid or Not To Bid? Investigating Retail-Brand Keyword Performance in Sponsored Search Advertising. - Tobias Blask; Burkhardt Funk; Reinhard Schulte (ICETE (Selected Papers), 2011)