How and when personalized advertising leads to brand attitude, click, and WOM intention
Year of publication: |
2022
|
---|---|
Authors: | De Keyzer, Freya ; Dens, Nathalie ; Pelsmacker, Patrick de |
Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 51.2022, 1, p. 39-56
|
Subject: | Werbung | Advertising | Personalisierung | Personalization | Markenimage | Brand image |
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