The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes
Author:
Affiliation:
1. European University Viadrina, Frankfurt (Oder), Germany
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2016.1185981
Reference47 articles.
1. The Information Content of Advertising: A Meta-Analysis
2. Meta-Analytic Choices and Judgment Calls: Implications for Theory Building and Testing, Obtained Effect Sizes, and Scholarly Impact
3. Advertising effectiveness from a consumer perspective
4. Exploring the relationship between celebrity endorser effects and advertising effectiveness
5. Persuasive Advertising
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