A primer on using behavioral data for testing theories in advertising research
Yuping Liu-Thompkins, Edward C. Malthouse
| Year of publication: |
January-March 2017
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|---|---|
| Authors: | Liu-Thompkins, Yuping ; Malthouse, Edward C. |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 46.2017, 1, p. 213-225
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| Subject: | Behavioral data | Werbung | Advertising | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00913367.2016.1252289 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011686526