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| Tekijä: | Lin, C.-F. |
| Otsikko: | Web ad message design: marketer cognition or customer perception |
| Lehti: | Journal of International Selling and Sales Management
2003 : AUTUMN, VOL. 9:2, p. 83-96 |
| Asiasana: | Internet Advertising Marketing Consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | A new model for perception gap analysis based on means-end chains (MECs) and content analysis is proposed to explore the disparity between marketer cognition of web advertising message and customer perception of actual product attributes received upon consumption. |
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