Advances in Advertising Research X Multiple Touchpoints in Brand Communication /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Bigne, Enrique (Editor, http://id.loc.gov/vocabulary/relators/edt), Rosengren, Sara (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2019.
• Edition: 1st ed. 2019.
• Series: European Advertising Academy,
• Subjects: Economics-Psychological aspects.; Motivation research (Marketing).; Branding (Marketing).; Internet marketing.; Economic Psychology.; Consumer Behavior.; Branding.; Online Marketing/Social Media.

This 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 di...

Table of Contents:

• Digital Communications and Multiple Touchpoints
• Creativity in Advertising
• Consumer Responses to Multiple Communications.