The DOI matches its Crossref record.
Web Commercials and Advertising Hierarchy-of-Effects
Abstract
ABSTRACT The purpose of this study was to replicate and extend a previous study (Stevenson, Bruner, and Kumar, 2000) by further exploring the advertising hierarchy-of-effects and its antecedents in the context of the world wide web. In doing this, the effects of webpage complexity and dynamic content (e.g., animated graphics and commercials) on the hierarchy-of-effects were experimentally tested using non student subjects. It concludes that consumers experiences with the web, and their attitudes-towards-websites are important factors in assessing advertising effects.
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Citations
Cited by
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017) · Journal of Interactive Advertising · doi:10.1080/15252019.2017.1366885 · Cited by 921
Ha, H.-Y., & Perks, H. (2005) · Journal of Consumer Behaviour · doi:10.1002/cb.29 · Cited by 750
Determinants of Internet Advertising Effectiveness: An Empirical Study
Baltas, G. (2003) · International Journal of Market Research · doi:10.1177/147078530304500403 · Cited by 167
Banner Advertisements through a New Lens
Dahlén, M. (2001) · Journal of Advertising Research · doi:10.2501/jar-41-4-23-30 · Cited by 156
The Effects of Media Context Experiences On Advertising Effectiveness
Malthouse, E. C., Calder, B. J., & Tamhane, A. (2007) · Journal of Advertising · doi:10.2753/joa0091-3367360301 · Cited by 122
Metadata
- Authors
- Bruner, G. C., & Kumar, A.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2000-01
- Volume
- 40
- Issue
- 1-2
- Pages
- 1-8
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2342187983
- Cited by
- 441
- References
- 0
- FWCI
- 61.50
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
