haku: @author Aaker, D.A. / yhteensä: 4
viite: 3 / 4
| Tekijä: | Aaker, D.A. Stayman, D.M. |
| Otsikko: | Measuring audience perceptions of commercials and relating them to ad impact |
| Lehti: | Journal of Advertising Research
1990 : AUG/SEPT, VOL. 30:4, p.7-17 |
| Asiasana: | ADVERTISING ADVERTISING RESEARCH MEDIA RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The present study suggests that more dimensions are relevant in tapping the audience perceptions than suggested by earlier research. Nine dimensions emerged and all factors contributed significantly to explain the variance for at least several clusters and no factor proved to be significant for all clusters. The results show that the search for the ultimate model based on perceptual factors will be futile. |
SCIMA