Investigating the Effects of Location-Based Advertising in the Supermarket: Does Goal Congruence Trump Location Congruence?

Autor: van 't Jj Hans Riet, P Paul Ketelaar, Esther Rozendaal, R.P. Konig, Panos Markopoulos, Vassilis-Javed Khan, A.E. Hühn

Publikováno v: Journal of Interactive Advertising, 16, 31-43
Journal of Interactive Advertising, 16(1), 31-43. Routledge Taylor & Francis Group
Journal of Interactive Advertising, 16, 1, pp. 31-43

Contains fulltext : 156368_pre.pdf (Author’s version preprint ) (Open Access) Advertising professionals have great expectations for location-based advertising (LBA). The present study therefore set out to investigate whether ads that are tailored t

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::aa72fe787d49c1c4b5e1e6e4cf2b8a52
https://doi.org/10.1080/15252019.2015.1135089