Understanding interactive online advertising : congruence and product involvement in highly and lowly arousing, skippable video ads
Daniel Belanche & Carlos Flavián & Alfredo Pérez-Rueda
| Year of publication: |
February 2017
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| Authors: | Belanche, Daniel ; Flavián Blanco, Carlos ; Pérez-Rueda, Alfredo |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 37.2017, p. 75-88
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| Subject: | Interactive online advertising | Ad effectiveness | Arousal | Congruency | Involvement | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2016.06.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011658364