Advertising effectiveness in the brand building domain: How behavioural and contextual targeting affect consumers’ brand perceptions and the multilateral role of obtrusiveness

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Keywords	Display Advertising, Brand Equity, Behavioural Retargeting, Obtrusive, Brand Perceptions, Contextual Targeting, Contextual Congruence
Thesis Advisor	Cao, Zike, Chen, X.
Persistent URL	hdl.handle.net/2105/39919
Series	Business Information Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Wilschut, Matthijs. (2017, July 25). Advertising effectiveness in the brand building domain: How behavioural and contextual targeting affect consumers’ brand perceptions and the multilateral role of obtrusiveness. Business Information Management. Retrieved from http://hdl.handle.net/2105/39919

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