Zimmer, Mary Clinical Associate Professor

academic article

• Zimmer, M. R., & Bhat, S. (2004). The reciprocal effects of extension quality and fit on parent brand attitude. Journal of Product and Brand Management.  13(1), 37-46.
  
• Zimmer, M. R., Stafford, T. F., & Stafford, M. R. (1994). Green issues: Dimensions of environmental concern. Journal of Business Research.  30(1), 63-74.
  
• Golden, L. L., Brockett, P. L., & Zimmer, M. R. (1990). An Information Theoretic Approach for Identifying Shared Information and Asymmetric Relationships Among Variables. Multivariate Behavioral Research.  25(4), 479-502.
  
• Friedmann, R., & Zimmer, M. R. (1988). The Role of Psychological Meaning in Advertising. Journal of Advertising.  17(1), 31-40.
  
• Rust, R. T., Zimmer, M. R., & Leone, R. P. (1986). Estimating the Duplicated Audience of Media Vehicles in National Advertising Schedules. Journal of Advertising.  15(3), 30-37.
  
• Rust, R. T., Leone, R. P., & Zimmer, M. R. (1986). The Availability and Quality of Television Viewing Data: A Response. Journal of Advertising.  15(4), 64-65.
  
• Jacoby, J., Hoyer, W. D., & Zimmer, M. R. (1983). To Read, View, or Listen? A Cross-Media Comparison of Comprehension. Current Issues and Research in Advertising.  6(1), 201-217.