Forecasting advertisement effectiveness : neuroscience and data envelopment analysis
Nicolas Hamelin, Sameh Al-Shihabi, Sara Quach and Park Thaichon
| Year of publication: |
2022
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|---|---|
| Authors: | Hamelin, Nicolas ; Al-Shihabi, Sameh ; Quach, Sara ; Thaichon, Park |
| Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 30.2022, 4, p. 313-330
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| Subject: | advertisement effectiveness | advertisement material | advertising | data envelopment analysis | facial expression analysis | multi-criteria decision making | Data-Envelopment-Analyse | Data envelopment analysis | Werbung | Advertising | Werbewirkung | Advertising effects | Multikriterielle Entscheidungsanalyse | Multi-criteria analysis | Neurowissenschaften | Neuroscience | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/18393349211005061 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013435331