The effect of content on zapping in TV advertising
Maren Becker, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz
| Year of publication: |
2023
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|---|---|
| Authors: | Becker, Maren ; Scholdra, Thomas P. ; Berkmann, Manuel ; Reinartz, Werner J. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 87.2023, 2, p. 275-297
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| Subject: | advertising avoidance | advertising content | TV advertising | zapping | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Fernsehwerbung | Television advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429221105818 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014245090