haku: @author Holbrook, M.B. / yhteensä: 9
viite: 5 / 9
| Tekijä: | Stern, B.B. Zinkhan, G.M. Holbrook, M.B. |
| Otsikko: | The netvertising image: Netvertising image communication model (NICM) and construct definition |
| Lehti: | Journal of Advertising
2002 : FALL, VOL. 31:3, p. 15-27 |
| Asiasana: | Advertising Internet Communication Consumer behaviour Image Models Theories USA |
| Vapaa asiasana: | WWW |
| Kieli: | eng |
| Tiivistelmä: | This paper presents a communication model and nominal definition of advertising images on the Internet, called herein the netvertising image (Stern 2001). The model and attribute-based definition facilitate the construction of a formal language system for theory development and hypothesis testing specific to images in the multimedia context. Netvertising has inherited a legacy of fuzzy meanings from marketing, advertising, and consumer behaviour research, in which "image" is used variously across the domains of media, message, mental responses, and marketplace behaviour. Transformation from this language system to a formal scientific one proceeds through building a model, sourcing the roots of ordinary meanings, recasting them as attributes, and setting forth a nominal definition. |
SCIMA