Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

Autor:	VENKATRAMAN, VINOD, DIMOKA, ANGELIKA, PAVLOU, PAUL A., VO, KHOI, HAMPTON, WILLIAM, BOLLINGER, BRYAN, HERSHFIELD, HAL E., ISHIHARA, MASAKAZU, WINER, RUSSELL S.
Zdroj:	Journal of Marketing Research, 2015 Aug 01. 52(4), 436-452.
Databáze:	JSTOR Journals
Externí odkaz:	https://www.jstor.org/stable/43832373 Zobrazit plný text záznamu