What happens online stays online? : segment-specific online and offline effects of banner advertisements
Lara Lobschat, Ernst C. Osinga, and Werner J. Reinartz
| Year of publication: |
December 2017
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| Authors: | Lobschat, Lara ; Osinga, Ernst C. ; Reinartz, Werner J. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 6, p. 901-913
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| Subject: | banner advertising | Bayesian multivariate probit | cross-campaign effects | cross-channel effects | consumer heterogeneity | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Website | Bayes-Statistik | Bayesian inference |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jmr.14.0625 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011784990