Advances in Advertising Research X Multiple Touchpoints in Brand Communication

Advances in Advertising Research X Multiple Touchpoints in Brand Communication / edited by Enrique Bigne, Sara Rosengren.

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very di...

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Bibliographic Details
Corporate Author: SpringerLink (Online service)
Other Authors: Bigne, Enrique (Editor), Rosengren, Sara (Editor)
Format: eBook
Language:English
Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2019.
Edition:1st ed. 2019.
Series:European Advertising Academy,
Springer eBook Collection.
Subjects:
Economics—Psychological aspects.
Motivation research (Marketing).
Branding (Marketing).
Internet marketing.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
Electronic access restricted to members of the Holy Cross Community.
Table of Contents:
  • Digital Communications and Multiple Touchpoints
  • Creativity in Advertising
  • Consumer Responses to Multiple Communications.

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