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Effects of Multi-Channel Marketing on Consumers' Online Search Behavior

The Power of Multiple Points of Connection

Michel Laroche, Isar Kiani, Nectarios Economakis, Marie-Odile Richard
DOI: 10.2501/JAR-53-4-431-443 Published 1 December 2013
Michel Laroche
John Molson School of Business, Concordia University,
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  • For correspondence: laroche@jmsb.concordia.ca
Isar Kiani
John Molson School of Business, Concordia University,
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  • For correspondence: i_kiani@jmsb.concordia.ca
Nectarios Economakis
Google Montreal,
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Marie-Odile Richard
odile10@hotmail.com
Roles: Independent researcher
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ABSTRACT

Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations.

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Vol 53 Issue 4

Journal of Advertising Research: 53 (4)
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Effects of Multi-Channel Marketing on Consumers' Online Search Behavior
Michel Laroche, Isar Kiani, Nectarios Economakis, Marie-Odile Richard
Journal of Advertising Research Dec 2013, 53 (4) 431-443; DOI: 10.2501/JAR-53-4-431-443

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Effects of Multi-Channel Marketing on Consumers' Online Search Behavior
Michel Laroche, Isar Kiani, Nectarios Economakis, Marie-Odile Richard
Journal of Advertising Research Dec 2013, 53 (4) 431-443; DOI: 10.2501/JAR-53-4-431-443
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