A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile dev...

In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers” (p41). Yet brand awareness is covered in most texts on advertising measurement, it is a central part of the popular hierarchy of-effects advertising model, and marketing managers claim it as an important goal of their communications activities (Kelly 1991). This pa...

Much of today’s Internet ecosystem relies on online advertising for financial support. Since the effectiveness of advertising heavily depends on the relevance of the advertisements (ads) to user’s interests, many online advertisers turn to targeted advertising through an ad broker, who is responsible for personalized ad delivery that caters to user’s preference and interest. Most of existing ta...

For close to a century, advertising and marketing researchers and practitioners the world over have diligently sought to understand just how advertising influences buyers' purchase decisions. At stake is the effectiveness of strategies developed in this multi-billion dollar industry. At the core of current understanding is the body of literature referred to as the hierarchy of effects. This lit...

Franchising has become one of the most popular business formats in America today. While franchise formats offer a number of benefits, conflict often arises between the franchise and franchisees. One of the more common sources of conflict in the relationship centers on the fees paid by franchisees for advertising and for the effectiveness of advertising conducted by the franchise on behalf of fr...

the basic objective of this study is to design the model of effectiveness of electronic advertisement on consumer buying behavior. the research population is customers and consumers of large food stores in shiraz that used a store's website. the sample of this study is as big as 400 people. cluster random sampling method based on visible traits in the population with the highest estimated ...

0957-4174/$ see front matter 2010 Elsevier Ltd. A doi:10.1016/j.eswa.2010.02.109 q This work is supported by China National Ke (2008BAH26B00). * Corresponding author. Tel.: +86 571 87953955. E-mail address: [email protected] (G. Qiu). Online advertising has become one of the major revenue sources of today’s Internet ecosystem. The main advertising channels used to distribute textual ads are s...

Introduction Objectives. Research on advertising efficiency states, that both the attractiveness of a model endorsing a product (Halliwell & Dittmar, 2004) as well as the extent of identification with this endorser (Felser, 2001) are relevant parameters of advertising effectiveness. Surprisingly, no research has simultaneously investigated the significance of attractiveness and identification w...