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| Tekijä: | Wu, S-I. Liu, P-L. |
| Otsikko: | A study of the online advertising effect on consumers based on different influence factor clusters |
| Lehti: | Journal of international marketing and marketing research
2007 : JUN, VOL. 32:2, p. 75-92 |
| Asiasana: | advertising Internet consumer attitudes brands product involvement groups Asia Taiwan |
| Vapaa asiasana: | WWW |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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