Willems, Kim; Brengman, Malaika; van de Sanden, Stephanie - In: International Journal of Retail & Distribution Management 45 (2017) 7/8, pp. 910-927
Purpose The authors present an exploratory study on the effectiveness of in-store marketing communication appeals via digital signage applying the construal level theory (CLT) in a field experiment. According to this theory, the authors hypothesize that shoppers will on the one hand respond more...
