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Modeling Shopper Responses to Retail Digital Signage
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Author(s): Charles Dennis (Brunel University, UK), Andrew Newman (University of Salford, UK), Richard Michon (Ryerson University, Canada), J. Josko Brakus (Brunel University, UK) and Len Tiu Wright (De Montfort University, UK)
Copyright: 2011
Pages: 29
Source title:
Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy) and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch003
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Abstract
In addition to the obvious application to retailers in improving business-to-consumer appeal to shoppers the findings are of use to suppliers of digital signage in business-to-business marketing of their systems to retailers.
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