The impact of creative media advertising on consumer responses : two field experiments
Fabiënne Rauwers, Paola Remmelswaal, Marieke L. Fransen, Micael Dahlén & Guda van Noort
| Year of publication: |
2018
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|---|---|
| Authors: | Rauwers, Fabiënne ; Remmelswaal, Paola ; Fransen, Marieke L. ; Dahlén, Micael ; Noort, Guda van |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 37.2018, 5, p. 749-768
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| Subject: | Creative media advertising | field experiment | guerilla marketing | non-traditional advertising | perceived humor | perceived persuasive intent | perceived surprise | perceived value | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Kreativität | Creativity | Feldforschung | Field research | Experiment | Humor | Online-Marketing | Internet marketing | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1480167 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012492576