Modelling Consumer Responses to Advertising Slogans through Artificial Neural Networks
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References listed on IDEAS
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- repec:ers:journl:v:vi:y:2018:i:1:p:3-13 is not listed on IDEAS
- Paulo Duarte Silveira & Susana Galvão & Paulo Bogas, 2018. "The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 3-13.
- Rumpf, Christopher & Boronczyk, Felix & Breuer, Christoph, 2020. "Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli," Journal of Business Research, Elsevier, vol. 111(C), pages 208-217.
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Keywordsemotion; advertising; advertising slogan; artificial neural networks;
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
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