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Developing an Instrument to Measure Consumers' Multimedia Usage in the Purchase Process
16 references·0 citing·53 second hop
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References

  • 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement4,602 cited
  • 2003Understanding the Impact of Synergy in Multimedia Communications571 cited
  • 2005Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior514 cited
  • 2005Consumers in a multichannel environment: Product utility, process utility, and channel choice457 cited
  • 2005Opportunities and challenges in multichannel marketing: An introduction to the special issue429 cited
  • 1981Dimensions of Consumer Information Seeking Behavior360 cited
  • 2004TELEVISION AND WEB ADVERTISING SYNERGIES306 cited
  • 2009A Hierarchical Marketing Communications Model of Online and Offline Media Synergies233 cited
  • 1989The Information Processing of Coordinated Media Campaigns212 cited
  • 2004Separate and joint effects of medium type on consumer responses: a comparison of television, print, and the Internet174 cited
  • 2011Comparing perceptions of marketing communication channels172 cited
  • 1981Dimensions of Consumer Information Seeking Behavior160 cited
  • 2010Opening the black box: Understanding cross-media effects103 cited
  • 2006Audience Experiences of Media Context and Embedded Advertising: A Comparison of Eight Media102 cited

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  • 2007Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising85 cited
  • 2000Low involvement processing—a new model of brands and advertising57 cited
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