What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements

Lobschat L, Osinga E, Reinartz W



Publication type
Research article (journal)

Peer reviewed
Yes

Publication status
Published

Year
2017

Journal
Journal of Marketing Research

Volume
54

Issue
6

Start page
901

End page
913

Language
English

ISSN
0022-2437

DOI