Browsing Ekonomická fakulta by Author "Reinares-Lara, Eva"

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Browsing Ekonomická fakulta by Author "Reinares-Lara, Eva"

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  • Olarte-Pascual, Cristina; Pelegrín-Borondo, Jorge; Reinares-Lara, Eva (Technická Univerzita v LiberciTechnical university of Liberec, Czech RepublicTUL, 2016-12-05)
    There are high expectations for mobile phone marketing and mobile advertising. In various European markets, such as the United Kingdom, Spain and Italy, mobile marketing campaigns have registered response rates of up to ...
  • Reinares-Lara, Pedro; Martín-Santana, Josefa D.; Reinares-Lara, Eva (Technická Univerzita v LiberciTechnical university of Liberec, Czech RepublicTUL, 2019-03-15)
    Despite evidence of the influence of the industry or product category to which a brand belongs on advertising effectiveness, very few studies have analyzed the advertiser’s industry as a variable influencing the advertising ...

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