Cause-related marketing ads in the eye tracker : it depends on how you present, who sees the ad, and what you promote
Year of publication: |
2017
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Authors: | Chang, Chun-Tuan ; Chen, Pei-Chi |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 2, p. 336-355
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Subject: | cause-related marketing | eye-tracking | execution style | gender differences | product type | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | USA | United States | Cause-Related Marketing | Cause-related marketing |
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