Are contextual advertisements effective? : the moderating role of complexity in banner advertising
Kwang Yeun Chun and Ji Hee Song; Candice R. Hollenbeck; Jong-Ho Lee
| Year of publication: |
2014
|
|---|---|
| Authors: | Chun, Kwang Yeun ; Song, Ji Hee ; Hollenbeck, Candice R. ; Lee, Jong-Ho |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 33.2014, 2, p. 351-371
|
| Subject: | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenimage | Brand image | Kognition | Cognition | Werbepsychologie | Psychology of advertising | Experiment |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010362882