The impact of skippable advertising on advertising avoidance intention in China
Shimin Yin, Bin Li and Qi Zhou
| Year of publication: |
2023
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|---|---|
| Authors: | Yin, Shimin ; Li, Bin ; Qi, Zhou |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 8, p. 1121-1137
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| Subject: | Ad avoidance intention | Brand attitude | Perceived control | Perceived intrusiveness | Skippable video advertising | China | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-07-2022-0298 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014428927