Enhancing our understanding of how content and context impact advertising effectiveness

Dissertation

Université Jean Moulin Lyon 3

Habilitation à diriger des recherches, Université Jean Moulin Lyon 3

13/05/2024

Abstract

advertising effectiveness

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Ivan GUITART - HDR manuscript v29

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Title: Enhancing our understanding of how content and context impact advertising effectiveness
Creators: Ivan Guitart (Author)
Contributors: Sonia Capelli (Supervisor)
Awarding Institution: Sciences de gestion; Université Jean Moulin Lyon 3; Habilitation à diriger des recherches
Theses and Dissertations: Habilitation à diriger des recherches, Université Jean Moulin Lyon 3
Publisher: Université Jean Moulin Lyon 3; Lyon
Format: 132 p.
Number of pages: 132 p.
Identifiers: 9917490909453
Academic Unit: emlyon business school
Language: English
Resource Type: Dissertation
Local Fields: 753134