Immediate responses of online brand search and price search to TV ads
Year of publication: |
2019
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Authors: | Du, Rex Yuxing ; Xu, Linli ; Wilbur, Kenneth C. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 83.2019, 4, p. 81-100
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Subject: | TV advertising | attribution | brand search | price search | programmatic | Konsumentenverhalten | Consumer behaviour | Preismanagement | Pricing strategy | Online-Marketing | Internet marketing | Markenartikel | Brand | Suchmaschine | Search engine | Werbewirkung | Advertising effects | Werbung | Advertising | Suchtheorie | Search theory | Marketingmanagement | Marketing management |
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