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Customer segmentation in retailing based on retail brand patronage patterns
David, Natalie; Schramm-Klein, Hanna; Rank, Olaf N.; … - In: The international review of retail, distribution and … 25 (2015) 5, pp. 449-459
Persistent link: https://www.econbiz.de/10011534009
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Transferring game attitudes to the brand : persuasion from age 6 to 14
Neyens, Evy; Smits, Tim; Boyland, Emma - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 724-742
Persistent link: https://www.econbiz.de/10011799705
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The relationship between gratifications from social networking site use and adolescents' brand interactions
Apaolaza, Vanessa; Hartmann, Patrick; He, Jiaxun; … - In: Bridging the gap between advertising academia and practice, (pp. 29-41). 2017
Persistent link: https://www.econbiz.de/10011539962
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How politicians in Austria obtain information and its consequences for corporate communications activities
Schneckenleitner, Peter - In: Conference proceedings trends in business communication 2016, (pp. 67-77). 2017
Persistent link: https://www.econbiz.de/10011619973
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Auswirkungen der Interaktionsinstrumente auf das Fanverhalten : Beeinflussung des viralen Fanverhaltens durch Modifikation der Interaktionsinstrumente
Schöttl, Katharina - In: Neue und innovative Einnahmequellen im Spitzensport : …, (pp. 69-82). 2016
Persistent link: https://www.econbiz.de/10011587880
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Medienkompetenz im Social-Media-Dialog
Kreutzer, Ralf T. - In: Dialogmarketing Perspektiven 2019/2020 : Tagungsband …, (pp. 135-150). 2020
Persistent link: https://www.econbiz.de/10012172330
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Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor
Rößner, Anna; Kämmerer, Maren; Eisend, Martin - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 190-205
Persistent link: https://www.econbiz.de/10011687912
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Analyse der Nachfragereaktionen auf den Dioxinskandal: sind die Medien oder letztendlich Konsumgewohnheiten entscheidend?
Rieger, Jörg; Weible, Daniela - In: Agrar- und Ernährungswirtschaft: regional vernetzt und …, (pp. 113-124). 2017
Persistent link: https://www.econbiz.de/10011755000
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Customer segmentation using unobserved heterogeneity in the perceived-value-loyalty-intentions link
Floh, Arne; Zauner, Alexander; Koller, Monika; Rusch, Thomas - In: Journal of business research : JBR 67 (2014) 5, pp. 974-982
Persistent link: https://www.econbiz.de/10010364065
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Excessive targeting
Karle, Heiko; Reisinger, Markus - 2019 - Preliminary version
We consider a market with two symmetric firms and two asymmetric consumer groups. Firms send advertising messages which inform consumers about the existence and the price of their product (Butters, 1977). Targeting a specific consumer is imperfect as with some probability the consumer is not...
Persistent link: https://www.econbiz.de/10012314221