Internet versus television advertising : a brand-building comparison
Year of publication: |
2014
|
---|---|
Authors: | Draganska, Michaela ; Hartmann, Wesley R. ; Stanglein, Gena |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 5, p. 578-590
|
Subject: | advertising | brand metrics | television | Internet | Fernsehwerbung | Television advertising | Markenführung | Brand management | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Vergleich | Comparison | Konsumentenverhalten | Consumer behaviour | Mediennutzung | Media usage | Fernsehen | Television | Markenimage | Brand image |
-
Television advertising and online shopping
Liaukonyte, Jura, (2015)
-
Logan, Kelty, (2013)
-
The impact of brand-event fit in virtual advertising on sport television viewers’ brand attitudes
Park, Sangchul, (2018)
- More ...
-
Airing Your Dirty Laundry: Vertical Integration, Reputational Capital, and Social Networks
Gil, Ricard, (2011)
-
Advertising Competition in Presidential Elections
Gordon, Brett R., (2013)
-
Hartmann, Wesley R., (2015)
- More ...