Titlebook: Advances in Advertising Research (Vol. VII); Bridging the Gap bet George Christodoulides,Anastasia Stathopoulou,Mart Book 2017 Springer Fac

揭穿真相

https://doi.org/10.1007/978-3-031-25953-1 the market, i.e. the potential economic success is set against the risk of a new product failure. The flop rates are up to 90 percent depending on the industry (Gourville, 2006; Cooper, 2001; Crawford, 1987).

讥讽

https://doi.org/10.1007/978-3-031-25953-1oups. Brand profiles enable companies to interact with consumers in a direct personalized way (Kelly et al., 2010; Rowley, 2009). The interactivity between consumers and the brand is based on playful experiences, entertainment, information and active participation.

flimsy

粗俗人

笨拙处理

Masami Ishida (Senior Research Fellow)ting point of any further cognitive process according to hierarchy of effect advertising models (eg. AIDA proposed by Strong, 1925). The level of product involvement and the level of interactivity in a website are examined as two variables that may have an effect on individuals’ attention.

Synapse

Entirety

Transnational Organised Crime (TOC)t, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).

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AGONY

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