Branded contentanalysis of case studies and measurement of its effectiveness using neuromarketing techniques

  1. Patricia Núñez Gómez
  2. Luis Mañas-Viniegra
  3. Blanca Miguélez Juan
Livre:
Handbook of research on transmedia storytelling, audience engagement, and business strategies
  1. Hernández-Santaolalla, Víctor (coord.)
  2. Barrientos Bueno, Mónica (coord.)

Éditorial: Business Science Reference

ISBN: 9781799831198

Année de publication: 2020

Pages: 215-238

Type: Chapitre d'ouvrage

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