Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Author:

Ketelaar Paul E.1,Bernritter Stefan F.2,van't Riet Jonathan1,Hühn Arief Ernst3,van Woudenberg Thabo J.1,Müller Barbara C. N.4,Janssen Loes5

Affiliation:

1. Department of Communication Science, Behavioural Science Institute, Radboud University, PO Box 9104, 6500 HE Nijmegen, The Netherlands

2. Department of Communication Science, Amsterdam School of Communication Research, University of Amsterdam, P.O. Box 15791, 1001 NG Amsterdam, The Netherlands

3. Academy for Digital Entertainment, NHTV University of Applied Science Breda, 4817 JT Breda, The Netherlands

4. Department of Social and Cultural Psychology, Behavioural Science Institute, Radboud University, PO Box 9104, 6500 HE Nijmegen, The Netherlands

5. Department of Communication and Information Sciences, Faculty of Arts, Radboud University, P.O. Box 9103, 6500 HD Nijmegen, The Netherlands

Publisher

Informa UK Limited

Subject

Marketing,Communication

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