The effect of advertising value and privacy concerns on the intention to use location-based advertising: the role of brand trust as brand-related antecedent

Michael Schade; Rico Piehler; Claudius Warwitz; Christoph Burmann

The effect of advertising value and privacy concerns on the intention to use location-based advertising: the role of brand trust as brand-related antecedent

Michael Schade^*, Rico Piehler, Claudius Warwitz, Christoph Burmann

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

Original language	English
Title of host publication	EMAC 2016 : 45th Annual Conference
Subtitle of host publication	Marketing in the Age of Data
Place of Publication	Oslo
Publisher	European Marketing Academy
Number of pages	1
Publication status	Published - 2016
Externally published	Yes
Event	45th European Marketing Academy Annual Conference 2016 - Oslo, Norway Duration: 24 May 2016 → 27 May 2016

Conference

Conference	45th European Marketing Academy Annual Conference 2016
Country/Territory	Norway
City	Oslo
Period	24/05/16 → 27/05/16

Cite this

@inbook{f74b46b58b364e768c2e9afee67df4b6,

title = "The effect of advertising value and privacy concerns on the intention to use location-based advertising: the role of brand trust as brand-related antecedent",

author = "Michael Schade and Rico Piehler and Claudius Warwitz and Christoph Burmann",

year = "2016",

language = "English",

booktitle = "EMAC 2016 : 45th Annual Conference",

publisher = "European Marketing Academy",

note = "45th European Marketing Academy Annual Conference 2016 ; Conference date: 24-05-2016 Through 27-05-2016",

}

Schade, M, Piehler, R, Warwitz, C & Burmann, C 2016, The effect of advertising value and privacy concerns on the intention to use location-based advertising: the role of brand trust as brand-related antecedent. in EMAC 2016 : 45th Annual Conference: Marketing in the Age of Data. European Marketing Academy, Oslo, 45th European Marketing Academy Annual Conference 2016, Oslo, Norway, 24/05/16.

The effect of advertising value and privacy concerns on the intention to use location-based advertising: the role of brand trust as brand-related antecedent. / Schade, Michael; Piehler, Rico; Warwitz, Claudius et al.
EMAC 2016 : 45th Annual Conference: Marketing in the Age of Data. Oslo: European Marketing Academy, 2016.

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

TY - CHAP

T1 - The effect of advertising value and privacy concerns on the intention to use location-based advertising

T2 - 45th European Marketing Academy Annual Conference 2016

AU - Schade, Michael

AU - Piehler, Rico

AU - Warwitz, Claudius

AU - Burmann, Christoph

PY - 2016

Y1 - 2016

M3 - Conference abstract

BT - EMAC 2016 : 45th Annual Conference

PB - European Marketing Academy

CY - Oslo

Y2 - 24 May 2016 through 27 May 2016

ER -