How Brand-Specific Internet Searches Affect Purchase Behavior : An Empirical Study of Interrelations in Online Advertising

Brettel, Malte; Engelen, Andreas; Hild, Sebastian

Chicago, Ill : American Marketing Association (2011)
Contribution to a book, Contribution to a conference proceedings

In: Summer AMA 2010 : The Role of Marketing in Creating Customer Value and Enhancing Societal Welfare ; proceedings of the 2010 AMA Summer Marketing Educators Conference ; Boston Marriott Copley Place, 13-16 August 2010 / ed.: E. Yver

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