Advances in Advertising Research IX Power to Consumers
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process an
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Verolien Cauberghe Liselot Hudders Martin Eisend Editors
Advances in Advertising Research IX Power to Consumers
European Advertising Academy
Executive Board Members: P. De Pelsmacker, Antwerp, Belgium M. Eisend, Frankfurt an der Oder, Germany S. Rosengren, Stockholm, Sweden S. Diehl, Klagenfurt, Austria T. Langner, Wuppertal, Germany H. Voorveld, Amsterdam, The Netherlands S. Boerman, Amsterdam, The Netherlands V. Zabkar, Ljubljana, Slovenia V. Cauberghe, Ghent, Belgium L. Hudders, Ghent, Belgium
The objective of the European Advertising Academy (EAA) is to provide a professional association to academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the field. Executive Board Members: Prof. Patrick De Pelsmacker University of Antwerp, Belgium Prof. Martin Eisend Europa-Universität Viadrina Frankfurt an der Oder Germany
Prof. Hilde Voorveld University of Amsterdam The Netherlands Dr. Sophie Boerman University of Amsterdam The Netherlands
Prof. Sara Rosengren Stockholm School of Economics Sweden
Prof. Vesna Zabkar University of Ljubljana Slovenia
Prof. Sandra Diehl Alpen-Adria-Universität Klagenfurt Austria
Prof. Verolien Cauberghe Ghent University Belgium
Prof. Tobias Langner Bergische Universität Wuppertal Germany
Prof. Liselot Hudders Ghent University Belgium
More information about this series at http://www.springer.com/series/12465
Verolien Cauberghe · Liselot Hudders Martin Eisend Editors
Advances in Advertising Research IX Power to Consumers
Editors Verolien Cauberghe Ghent, Belgium
Martin Eisend Frankfurt (Oder), Germany
Liselot Hudders Ghent, Belgium
European Advertising Academy ISBN 978-3-658-22681-7 (eBook) ISBN 978-3-658-22680-0 https://doi.org/10.1007/978-3-658-22681-7 Library of Congress Control Number: 2018949599 Springer Gabler © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publish
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