Does banner advertising affect browsing for brands? clickstream choice model says yes, for some
| Year of publication: |
2012
|
|---|---|
| Authors: | Rutz, Oliver ; Bucklin, Randolph |
| Published in: |
Quantitative Marketing and Economics. - Springer, ISSN 1570-7156. - Vol. 10.2012, 2, p. 231-257
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| Publisher: |
Springer |
| Subject: | Internet | Banner advertising | Clickstream | Logit choice models | Heterogeneity |
| Extent: | text/html |
|---|---|
| Type of publication: | Article |
| Source: |
Persistent link: https://www.econbiz.de/10010865226