The impact of creative media advertising on consumer responses : two field experiments
Year of publication: |
2018
|
---|---|
Authors: | Rauwers, Fabiënne ; Remmelswaal, Paola ; Fransen, Marieke L. ; Dahlén, Micael ; Noort, Guda van |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 37.2018, 5, p. 749-768
|
Subject: | Creative media advertising | field experiment | guerilla marketing | non-traditional advertising | perceived humor | perceived persuasive intent | perceived surprise | perceived value | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Kreativität | Creativity | Online-Marketing | Internet marketing | Feldforschung | Field research | Experiment |
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