Modelling consumer responses to advertising slogans through artificial neural networks
Wan-Chen Wang, Maria Manuela Santos Silva, Luiz Moutinho
| Year of publication: |
December 2016
|
|---|---|
| Authors: | Wang, Wan-Chen ; Silva, Maria Manuela Santos ; Moutinho, Luiz |
| Published in: |
International journal of business and economics. - Taichung : Feng Chia University, ISSN 1607-0704, ZDB-ID 2573186-5. - Vol. 15.2016, 2, p. 89-116
|
| Subject: | emotion | advertising | advertising slogan | artificial neural networks | Neuronale Netze | Neural networks | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011612049