LEADER 03731nam 22006255 450 001 9910349354603321 005 20200702183954.0 010 $a3-658-24878-5 024 7 $a10.1007/978-3-658-24878-9 035 $a(CKB)4100000009445208 035 $a(DE-He213)978-3-658-24878-9 035 $a(MiAaPQ)EBC5917304 035 $a(EXLCZ)994100000009445208 100 $a20191005d2019 u| 0 101 0 $aeng 135 $aurnn|008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aAdvances in Advertising Research X$b[electronic resource] $eMultiple Touchpoints in Brand Communication /$fedited by Enrique Bigne, Sara Rosengren 205 $a1st ed. 2019. 210 1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2019. 215 $a1 online resource (XI, 240 p. 34 illus.) 225 1 $aEuropean Advertising Academy,$x2626-0328 311 $a3-658-24877-7 320 $aIncludes bibliographical references. 327 $aDigital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications. 330 $aThis book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world. Contents Digital Communications and Multiple Touchpoints Creativity in Advertising Consumer Responses to Multiple Communications Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Enrique Bigne is Professor of Marketing at the University of Valencia, Spain. Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden. 410 0$aEuropean Advertising Academy,$x2626-0328 606 $aEconomics?Psychological aspects 606 $aMotivation research (Marketing) 606 $aBranding (Marketing) 606 $aInternet marketing 606 $aEconomic Psychology$3https://scigraph.springernature.com/ontologies/product-market-codes/Y20230 606 $aConsumer Behavior$3https://scigraph.springernature.com/ontologies/product-market-codes/513060 606 $aBranding$3https://scigraph.springernature.com/ontologies/product-market-codes/513070 606 $aOnline Marketing/Social Media$3https://scigraph.springernature.com/ontologies/product-market-codes/513010 615 0$aEconomics?Psychological aspects. 615 0$aMotivation research (Marketing). 615 0$aBranding (Marketing). 615 0$aInternet marketing. 615 14$aEconomic Psychology. 615 24$aConsumer Behavior. 615 24$aBranding. 615 24$aOnline Marketing/Social Media. 676 $a158 702 $aBigne$b Enrique$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aRosengren$b Sara$4edt$4http://id.loc.gov/vocabulary/relators/edt 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910349354603321 996 $aAdvances in Advertising Research X$92456085 997 $aUNINA