The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Modeling the Effects of Attitudes Toward Advertising on the Internet
|
|
Author(s): Chris Manolis (Xavier University, USA), Nicole Averill (Carmichael Events, A Division of Eight Entertainment, LLC, USA)and Charles M. Brooks (Quinnipiac University, USA)
Copyright: 2005
Pages: 23
Source title:
Advances in Electronic Marketing
Source Author(s)/Editor(s): Irvine Clarke III (James Madison University, USA)and Theresa B. Flaherty (James Madison University, USA)
DOI: 10.4018/978-1-59140-321-0.ch014
Purchase
|
Abstract
The notion that consumer attitudes toward products and advertisements affect consumer behavior is well-known in the marketing literature. Research and theory supporting this idea are based largely on traditional means of advertising (e.g., print ads, television commercials, etc.). Although research has begun to address if, when, and how the above process translates to Internet advertising, continued study is needed in this area. The following chapter depicts a study undertaken to further clarify the relationship between attitudes toward Internet advertising, brand attitudes, and purchase intentions. Given that various business models suggest future change and growth in sales and advertising revenues generated via the Internet, such a study is both necessary and valuable.
Related Content
|
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
|
Loredana Kotinski.
© 2024.
14 pages.
|
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|