Dahlén, Micael; Granlund, Anton; Grenros, Mikael - In: Journal of Consumer Marketing 26 (2009) 3, pp. 155-163
Purpose – The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense. Design/methodology/approach – The approach takes the form of an experimental study of six (real) campaigns,...