THE WEB - Love at First Site? A Study of Website Advertising Effectiveness - The communication effects and consumer usage of websites differ between products. The patterns differ between high- and low-involvement products and between transformational and informational products.
| Year of publication: |
2003
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|---|---|
| Authors: | Dahlon, Micael ; Rasch, Alexandra ; Rosengren, Sara |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 43.2003, 1, p. 25-33
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