Online display advertising for CPG brands : (when) does it work?
Year of publication: |
2021
|
---|---|
Authors: | Ewijk, Bernadette J. van ; Stubbe, Astrid ; Gijsbrechts, Els ; Dekimpe, Marnik G. |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 2, p. 271-289
|
Subject: | CPG products | Display ads | Dynamic cross-media effects | Product category characteristics | Spending volatility | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbung | Advertising | Markenimage | Brand image |
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