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Single versus multiple measurement of attitudes : a meta-analysis of advertising studies validates the single-item measure approach
Ang, Lawrence; Eisend, Martin - In: Journal of advertising research 58 (2018) 2, pp. 218-227
Persistent link: https://www.econbiz.de/10011884999
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How does consumer insight support the leap to a creative idea? : inside the creative process : shifting the advertising appeal from functional to emotional
Parker, John; Koslow, Scott; Ang, Lawrence; Tevi, Alexander - In: Journal of advertising research 61 (2021) 1, pp. 30-43
Persistent link: https://www.econbiz.de/10012533653
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MEASUREMENT - Increasing Quality in Measuring Advertising Effectiveness: A Meta-Analysis of Question Framing in Conversion Studies - The dominant logic in current advertising effec...
Woodside, Arch G.; Dubelaar, Chris - In: Journal of advertising research 43 (2003) 1, pp. 78-85
Persistent link: https://www.econbiz.de/10006505759