Trivedi, Rohit; Teichert, Thorsten; Hardeck, Dirk - In: European Journal of Marketing 54 (2019) 1, pp. 145-167
Purpose: Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating...