A brand choice model for TV advertising management using single-source data
Masataka Ban; Nobuhiko Terui; Makoto Abe
| Year of publication: |
2011
|
|---|---|
| Authors: | Ban, Masataka ; Terui, Nobuhiko ; Abe, Makoto |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 22.2011, 4, p. 373-389
|
| Subject: | Werbewirtschaft | Advertising industry | Fernsehwerbung | Television advertising | Markentreue | Brand loyalty | Mehrebenenanalyse | Multi-level analysis | Bayes-Statistik | Bayesian inference |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010217763