Effects of offline ad content on online brand search : insights from super bowl advertising
Year of publication: |
May 2018
|
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Authors: | Chandrasekaran, Deepa ; Srinivasan, Raji ; Sihi, Debika |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 3, p. 403-430
|
Subject: | Online brand search | Television advertising | Informational content | Emotional content | Consumer search theory | Information processing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Fernsehwerbung | Markenartikel | Brand | Suchmaschine | Search engine | Informationsverhalten | Information behaviour | Emotion | Social Web | Social web | Online-Handel | Online retailing | Markenführung | Brand management |
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