MEASUREMENT - Increasing Quality in Measuring Advertising Effectiveness: A Meta-Analysis of Question Framing in Conversion Studies - The dominant logic in current advertising effectiveness studies in destination marketing is to identify the destination (i.e., brand) sponsoring the study. This article presents summary data showing that such a research practice inflates advertising impact estimates ...
Year of publication: |
2003
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Authors: | Woodside, Arch G. ; Dubelaar, Chris |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 43.2003, 1, p. 78-85
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