Advances in Advertising Research X Multiple Touchpoints in Brand Com
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 en
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Enrique Bigne · Sara Rosengren Eds.
Advances in Advertising Research X Multiple Touchpoints in Brand Communication
European Advertising Academy
Executive Board Members: 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, Gent, Belgium L. Hudders, Gent, Belgium E. Bigne, Valencia, Spain
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. Martin Eisend Europa-Universität Viadrina Frankfurt an der Oder Germany Prof. Sara Rosengren Stockholm School of Economics Sweden Prof. Sandra Diehl Alpen-Adria-Universität Klagenfurt Austria Prof. Tobias Langner Bergische Universität Wuppertal Germany Prof. Hilde Voorveld University of Amsterdam The Netherlands
Dr. Sophie Boerman University of Amsterdam The Netherlands Prof. Vesna Zabkar University of Ljubljana Slovenia Dr. Verolien Cauberghe Gent University Belgium Dr. Liselot Hudders Gent Univeristy Belgium Prof. Enrique Bigne University of Valencia Spain
More information about this series at http://www.springer.com/series/12465
Enrique Bigne · Sara Rosengren Editors
Advances in Advertising Research X Multiple Touchpoints in Brand Communication
Editors Enrique Bigne University of Valencia Valencia, Spain
Sara Rosengren Center for Retailing Stockholm School of Economics Stockholm, Sweden
ISSN 2626-0336 (electronic) ISSN 2626-0328 European Advertising Academy ISBN 978-3-658-24877-2 ISBN 978-3-658-24878-9 (eBook) https://doi.org/10.1007/978-3-658-24878-9 Springer Gabler © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019 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, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The pub
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