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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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2006
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| Subjects: | |
| 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 |