Effects of location-based advertising 1 Running head : THE EFFECTS OF LOCATION-BASED ADVERTISING Investigating the effects of location-based advertising in the supermarket : Does goal congruence trump location congruence ?

  • Jonathan van’t Rieta Arief Hühnb Paul Ketelaara Vassilis-Javed Khanc Ruben Koniga Esther Rozendaala Panos Markopoulosc
  • Published 2017
Advertising professionals have great expectations of Location-Based Advertising (LBA). The present study therefore set out to investigate whether ads that are tailored to consumers’ location are indeed more effective than ads that are not. In addition it was investigated whether LBA is particularly likely to be effective when the ad is not only location… (More)