search query: @freeterm WWW / total: 199
reference: 56 / 199
| Author: | Wu, S-I. Liu, P-L. |
| Title: | A study of the online advertising effect on consumers based on different influence factor clusters |
| Journal: | Journal of international marketing and marketing research
2007 : JUN, VOL. 32:2, p. 75-92 |
| Index terms: | advertising Internet consumer attitudes brands product involvement groups Asia Taiwan |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | This study analyses different consumer clusters with preferences (here as: prefs.) for various i. web types, ii. advertising (as: adv.) content, iii. product involvment degree, iv. web access degree to understand the online (as: o-l.) advertisement effect. Based on data collected from Taiwanese Internet users (n=648), it is shown among others that groups having different prefs. for adv. content differ significantly in brand attitude toward o-l. adv. There are also more results reported in detail. |
SCIMA