Does traditional advertising theory apply to the digital world? : a replication analysis questions the relevance of the elaboration likelihood model
Gayle Kerr (Queensland University of Technology), Don E. Schultz (Northwestern University), Philip J. Kitchen (ESC Rennes School of Business), Frank J. Mulhern (Northwestern University), Park Beede (Higher Colleges of Technology)
| Year of publication: |
December 2015
|
|---|---|
| Authors: | Kerr, Gayle ; Schultz, Don E. ; Kitchen, Philip J. ; Mulhern, Frank J. ; Beede, Park |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 4, p. 390-400
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| Subject: | Werbung | Advertising | Marketingtheorie | Marketing theory | Digitale Medien | Digital media | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2015-001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011429030