How and when personalized advertising leads to brand attitude, click, and WOM intention

Authors: F De Keyzer, N Dens, P De Pelsmacker

Published: 2022

Publication: Journal of Advertising, 2022 - Taylor & Francis

Research paper: How and when personalized advertising leads to brand attitude, click, and WOM intention

Institution: Erasmus University Rotterdam

Research Area: Personalized advertising, Consumer behavior, Brand attitude, Word-of-mouth (WOM) intention

Discipline: Marketing

Citations: 189

DOI: https://www.tandfonline.com/doi/abs/10.1080/00913367.2021.1888339%4010.1080/tfocoll.2024.0.issue-AAA-most-influential-articles-in-2022