The effectiveness of publicity versus advertising: A meta-analytic investigation of its moderators

Journal of the Academy of Marketing Science

Volumn 39, Issue 6, 2011, Pages 906-921

  Eisend, Martin ^a   Küster, Franziska ^b  

^a EUROPEAN UNIVERSITY VIADRINA   (Germany)

^b FREIE UNIVERSITÄT BERLIN   (Germany)

Author keywords

Advertising; Meta analysis; Publicity; Structural equation model

Indexed keywords

EID: 80355131602     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-010-0224-3     Document Type: Article

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