The amplifying effect of branded queries on advertising in multi-channel retailing
Mariano Méndez-Suárez, Abel Monfort
| Year of publication: |
2020
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|---|---|
| Authors: | Méndez Suárez, Mariano ; Monfort, Abel |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 112.2020, p. 254-260
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| Subject: | Advertising effectiveness | Branded queries effectiveness | Multi-channel advertising | Partial least squares | PLS-SEM | Search engine advertising | Werbewirkung | Advertising effects | Werbung | Advertising | Suchmaschine | Search engine | Konsumentenverhalten | Consumer behaviour | Vertriebsweg | Distribution channel | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenimage | Brand image | Einzelhandel | Retail trade | Partielle kleinste Quadrate | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.10.042 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012230588