@inbook{fda6281164b4435dbac8a3c54b941983,
title = "Financial Services Advertising: Comparing Business-To-Business and Business-To-Consumer Contexts",
keywords = "Active Involvement, Advertising Volume, Financial Service, Slight Bias, Social Medium",
author = "Kunal Swani and Iyer, {Easwar S.}",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10951-0_252",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "692",
booktitle = "Developments in Marketing Science",
}