The Impact of Informational and Emotional Television Ad Content on Online Search and Sales

IA Guitart, Stefan Stremersch

Research output: Contribution to journalArticleAcademicpeer-review

36 Citations (Scopus)
Original languageEnglish
Pages (from-to)299-320
Number of pages22
JournalJournal of Marketing Research
Issue number2
Publication statusPublished - 4 Dec 2020

Research programs

  • ESE - MKT

Cite this