Does traditional advertising theory apply to the digital world? : a replication analysis questions the relevance of the elaboration likelihood model
Year of publication: |
December 2015
|
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Authors: | Kerr, Gayle ; Schultz, Don E. ; Kitchen, Philip J. ; Mulhern, Frank J. ; Beede, Park |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 4, p. 390-400
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Subject: | Werbung | Advertising | Marketingtheorie | Marketing theory | Digitale Medien | Digital media | Werbewirkung | Advertising effects |
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