Online versus offline promotional communication : evaluating the effect of medium on customer response
Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad, Ida D'Attoma
| Year of publication: |
September 2018
|
|---|---|
| Authors: | Ieva, Marco ; Ziliani, Cristina ; Gázquez-Abad, Juan Carlos ; D'Attoma, Ida |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 3, p. 338-348
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| Subject: | Konsumentenverhalten | Consumer behaviour | Kommunikation | Communication | Verkaufsförderung | Sales promotion | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Kundenzufriedenheit | Customer satisfaction |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2017-040 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011929129