Does customization impact advertising effectiveness? : an exploratory study of consumer perceptions of advertising in customized online environments
Laura F. Bright and Terry Daugherty
| Year of publication: |
2012
|
|---|---|
| Authors: | Bright, Laura F. ; Daugherty, Terry |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 18.2012, 1, p. 19-37
|
| Subject: | Mass Customization | Mass customization | Online-Marketing | Internet marketing | Social Web | Social web | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing |
| 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/10009508030