How do human attitudes and values predict online marketing responsiveness? : comparing consumer segmentation bases toward brand purchase and marketing response
Year of publication: |
2019
|
---|---|
Authors: | Scheuffelen, Stefan C. ; Kemper, Jan ; Brettel, Malte |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 59.2019, 2, p. 142-157
|
Subject: | Marketing responsiveness | Purchase behavior | Online-Marketing | Internet marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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