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Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
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Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
Journal
Journal of Marketing Research
ISSN
0022-2437
Type
journal article
Date Issued
2015
Author(s)
Venkatraman, V.
Dimoka, A.
Pavlou, P. A.
Vo, K.
Hampton, William Heyward
Bollinger, B.
Winer, R. S.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
American Marketing Association
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/107563
Subject(s)
other research area
business studies
Division(s)
IBT - Institute of Be...
Eprints ID
260406