"How ad music attitude-based consumer segmentation can help advertisers"
Md Washim Raja, Sandip Anand and David Allan
| Year of publication: |
2020
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|---|---|
| Authors: | Raja, Md Washim ; Anand, Sandip ; Allan, David |
| Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 32.2020, 5, p. 383-399
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| Subject: | Attitude toward advertising music | attitudinal segmentation | cluster analysis | discriminant analysis | music in advertising | Werbung | Advertising | Musik | Music | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Musikwirtschaft | Music industry | Clusteranalyse | Cluster analysis | Werbemusik | Advertising music | Marktsegmentierung | Market segmentation | Zielgruppe | Target group |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2020.1731398 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012423914