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 proceedingConference abstractpeer-review

Original languageEnglish
Title of host publicationEMAC 2016 : 45th Annual Conference
Subtitle of host publicationMarketing in the Age of Data
Place of PublicationOslo
PublisherEuropean Marketing Academy
Number of pages1
Publication statusPublished - 2016
Externally publishedYes
Event45th European Marketing Academy Annual Conference 2016 - Oslo, Norway
Duration: 24 May 201627 May 2016


Conference45th European Marketing Academy Annual Conference 2016

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