Online advertising by the comparison challenge approach

Online advertising by the comparison challenge approach

To enhance the effectiveness of online comparisons from a manufacturer's point of view, we develop a framework for the comparison challenge approach. To develop the comparison challenge framework, we analyze 12 factors that determine the characteristics of comparison and propose models of valua...

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Bibliographic Details
Main Authors: LEE, Jae Wong, LEE, Jae Kyu
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2006
Subjects:
Comparison shopping
Comparison challenge
Online advertisement
Ad planning
Electronic commerce
Computer Sciences
E-Commerce
Online Access:https://ink.library.smu.edu.sg/sis_research/4413
https://ink.library.smu.edu.sg/context/sis_research/article/5416/viewcontent/Online_advertising_by_the_comparison_Lee_av.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/sis_research/4413
https://ink.library.smu.edu.sg/context/sis_research/article/5416/viewcontent/Online_advertising_by_the_comparison_Lee_av.pdf

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