摘要 : Most existing consumer response models explain consumer response processes in a simplistic linear and sequential manner (Strong 1925; Lavidge & Steiner 1961; Rogers 1962; McGuire 1978; Ray 1973; Smith & Swinyard 1982; Vaughn 1980;... 展开
作者 | Janette Hanekom Rachel Barker |
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作者单位 | |
期刊名称 | 《Communicatio》 |
页码/总页数 | 138-164 / 27 |
语种 | 英语 |
关键词 | Integrated consumer response model integrated marketing communication response internal consumer response response levels response phases response variables |
DOI | 10.1080/02500160902968943 |
馆藏号 | E140EP00331 |