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~isPartOf:"Marketing letters : a journal of research in marketing"
~person:"Broz-Giroux, Anne"
~person:"Yen, Benjamin"
~subject:"Advertising"
~subject:"Cultural identity"
~subject:"Filmwirtschaft"
~subject:"Internet marketing"
~type:"article"
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Marketing letters : a journal of research in marketing
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Movie fit uncertainty and interplay between traditional advertising and social media marketing
Yu, Yinan
;
Qiu, Liangfei
;
Chen, Hailiang
;
Yen, Benjamin
- In:
Marketing letters : a journal of research in marketing
34
(
2023
)
3
,
pp. 429-448
Persistent link: https://www.econbiz.de/10014334060
Saved in:
2
Modeling advertising impact at campaign level : empirical generalizations relative to long-term advertising profit contribution and its antecedents
Aurier, Philippe
;
Broz-Giroux, Anne
- In:
Marketing letters : a journal of research in marketing
25
(
2014
)
2
,
pp. 193-206
Persistent link: https://www.econbiz.de/10010367210
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