Are ad sequels effective? : field and experimental evidence on effectiveness and mechanisms
Patrali Chakrabarty, Ashish S. Galande, Prakash Satyavageeswaran, Rajesh Nanarpuzha, and Frank Mathmann
| Year of publication: |
2025
|
|---|---|
| Authors: | Chakrabarty, Patrali ; Galande, Ashish S. ; Satyavageeswaran, Prakash ; Nanarpuzha, Rajesh ; Mathmann, Frank |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 59.2025, 4, p. 951-972
|
| Subject: | Advertising strategy | Argument | Narrative | Repetition-Variation | Sequel | Experiment | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-12-2022-0871 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015396314