Zobrazeno 1 - 4
of 4
pro vyhledávání: '"Claudia A. Rademaker"'
Publikováno v:
Journal of Advertising Research. 60:290-304
This study underscores the importance of considering a medium9s broader effects. Research demonstrates that a medium9s perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message. T
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e1c450d7b3ef5345cba3d0f8148da96c
https://doi.org/10.2501/jar-2019-014
https://doi.org/10.2501/jar-2019-014
Autor:
Marla B. Royne, Claudia A. Rademaker
Publikováno v:
Journal of Business Strategy. 39:30-38
Purpose Knowledge about what drives managers to make more sustainable media decisions is important, as it can influence communication effectiveness, especially in countries with strong green consumption preferences. Design/methodology/approach The au
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::b58706f91ad6ce54a713176f8d625160
https://doi.org/10.1108/jbs-05-2017-0070
https://doi.org/10.1108/jbs-05-2017-0070
Publikováno v:
Journal of Cleaner Production. 108:799-807
Because of increasing levels of environmental concern among consumers and its impact on their behavior, green marketing is gaining in importance. This study investigates eco-harmful media perceptions and their influence on consumer response to advert
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::bc05f2b10c2267d0e642f45634fa71d8
https://doi.org/10.1016/j.jclepro.2015.08.071
https://doi.org/10.1016/j.jclepro.2015.08.071
Publikováno v:
Media Convergence Handbook-Vol. 2 ISBN: 9783642544866
Converging media lends marketers greater media choice opportunities and also places new demands on the marketer’s strategic analysis. There are established media planning models that aid the marketer, but how shall the marketer reason when it comes
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::78921792fcaeba8a7523cb49e205a585
https://doi.org/10.1007/978-3-642-54487-3_18
https://doi.org/10.1007/978-3-642-54487-3_18
