Effects of offline versus online promotional media on consumer response : can print versus online coupons be more effective at increasing redemption behavior?
Taku Togawa, Hiroaki Ishii, Soonho Kwon, Ikumi Hiraki, Naoto Onzo
| Year of publication: |
2024
|
|---|---|
| Authors: | Togawa, Taku ; Ishii, Hiroaki ; Kwon, Soonho ; Hiraki, Ikumi ; Onzō, Naoto |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 4, p. 416-429
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| Subject: | brand attachment | cognitive engagement | coupon redemption | direct mail | Offline medium | online medium | Kundenbindungsprogramm | Loyalty program | Markentreue | Brand loyalty | Druckerzeugnis | Printed product | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2024-030 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015173657