"Opening" location-based mobile ads : how openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice
Paul E. Ketelaar, Stefan F. Bernritter, Thabo J. van Woudenberg, Esther Rozendaal, Ruben P. Konig, Arief Ernst Hühn, Marnix S. Van Gisbergen, Loes Janssen
| Year of publication: |
October 2018
|
|---|---|
| Authors: | Ketelaar, Paul E. ; Bernritter, Stefan F. ; Woudenberg, Thabo J. van ; Rozendaal, Esther ; Konig, Ruben Peter ; Hühn, Arief Ernst ; Gisbergen, Marnix S. van ; Janssen, Loes |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 91.2018, p. 277-285
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| Subject: | Location based advertising | Location congruency | Openness in advertising | Intrusiveness | Mobile marketing | Brand choice | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenartikel | Brand | Werbung | Advertising | Betriebliche Standortwahl | Firm location choice | Mobile Marketing | Mobilkommunikation | Mobile communications | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2018.06.018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011902963