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The elaboration likelihood model : review, critique and research agenda
Kitchen, Philip J.; Kerr, Gayle; Schultz, Don E.; … - In: European journal of marketing : EJM 48 (2014) 11/12, pp. 2033-2050
Persistent link: https://www.econbiz.de/10010461813
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Perils of using OLS to estimate multimedia communications effects
Naik, Prasad A.; Schultz, Don E.; Srinivasan, Shuba - In: Journal of advertising research 47 (2007) 3, pp. 257-269
Persistent link: https://www.econbiz.de/10003610521
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Strategic advertising campaigns
Schultz, Don E.; Martin, Dennis; Brown, William P. - 1984 - 2. ed
Persistent link: https://www.econbiz.de/10003219174
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Does traditional advertising theory apply to the digital world? : a replication analysis questions the relevance of the elaboration likelihood model
Kerr, Gayle; Schultz, Don E.; Kitchen, Philip J.; … - In: Journal of advertising research 55 (2015) 4, pp. 390-400
Persistent link: https://www.econbiz.de/10011429030