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

Chicago, Ill / American Marketing Association (2011) [Contribution to a book, Contribution to a conference proceedings]

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

Authors

Authors

Brettel, Malte
Engelen, Andreas
Hild, Sebastian

Identifier

  • REPORT NUMBER: RWTH-CONV-200530