Assessing advertising effectiveness: the potential of goal-directed behavior

Sebastian Berger, Udo Wagner, Christopher Schwand

Publications: Contribution to journal › Article › Peer Reviewed

Austrian Fields of Science 2012

@article{f8f9d6af08a942ec8d7b2e98065b57e9,

title = "Assessing advertising effectiveness: the potential of goal-directed behavior",

keywords = "IB, BWL",

author = "Sebastian Berger and Udo Wagner and Christopher Schwand",

year = "2012",

doi = "10.1002/mar.20530",

language = "English",

volume = "29",

pages = "411--421",

journal = "Psychology & Marketing",

issn = "0742-6046",

publisher = "Wiley-Blackwell",

number = "6",

}