Perception of humour banner advertising : a conceptual framework
Igor Makienko
Year of publication: |
2014
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Authors: | Makienko, Igor |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Olney, Bucks. : Inderscience Enterprises, ISSN 1477-5212, ZDB-ID 2151676-5. - Vol. 8.2013/14, 3, p. 181-198
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Subject: | internet advertising | humour banner advertising | consumer involvement | click-through rate | advertising effectiveness | brand attitude | intention to click | need for cognition | content relevance | type of online behaviour | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Website | Kognition | Cognition |
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