Effects of offline ad content on online brand search : insights from super bowl advertising
Deepa Chandrasekaran, Raji Srinivasan, Debika Sihi
| Year of publication: |
May 2018
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|---|---|
| Authors: | Chandrasekaran, Deepa ; Srinivasan, Raji ; Sihi, Debika |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 3, p. 403-430
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| Subject: | Online brand search | Television advertising | Informational content | Emotional content | Consumer search theory | Information processing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Fernsehwerbung | Werbewirkung | Advertising effects | Markenartikel | Brand | Informationsverhalten | Information behaviour | Produktinformation | Product information | Suchtheorie | Search theory | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-017-0551-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011879695