Effects of paid search advertising on product sales : a Chinese semantic perspective
Zhi Yang, Yueyan Wu, Chongyu Lu and Yangjun Tu
| Year of publication: |
2020
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|---|---|
| Authors: | Yang, Zhi ; Wu, Yueyan ; Lu, Chongyu ; Tu, Yangjun |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 15/16, p. 1481-1504
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| Subject: | brand keyword | hedonic keyword | utilitarian keyword | Chinese semantics | Paid search advertising | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbewirkung | Advertising effects | China | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Semantisches Web | Semantic web | Markenartikel | Brand | Online-Handel | Online retailing | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2020.1765001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012395563