Can multiple new-product messages attract different consumer segments? : gaming advertisements’ interaction with targets affects brand attitudes and purchase intentions
Frank Alpert; M. Kim Saxton
| Year of publication: |
2015
|
|---|---|
| Authors: | Alpert, Frank ; Saxton, M. Kim |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 3, p. 307-321
|
| Subject: | Zielgruppe | Target group | Konsumgütermarketing | Consumer goods marketing | Konsumentenverhalten | Consumer behaviour | Computerspieleindustrie | Video game industry | USA | United States |
| Extent: | Ill. |
|---|---|
| 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/10011397064