Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers

Journal of Retailing and Consumer Services

Volumn 19, Issue 1, 2012, Pages 78-87

  Gauzente, Claire ^a,b   Roy, Yves ^c  

^a UNIVERSITÉ DE NANTES   (France)

^b RENNES SCHOOL OF BUSINESS   (France)

^c UNIVERSITÉ DE POITIERS   (France)

Author keywords

Expectancy theory; Keyword advertising; Message content; Price consciousness; Search engines

Indexed keywords

CONSUMPTION BEHAVIOR; PRICE DYNAMICS; REGRESSION ANALYSIS; RETAILING; THEORETICAL STUDY;

EID: 84855827494     PISSN: 09696989     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jretconser.2011.09.003     Document Type: Article

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