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Klassische Methoden der Werbewirkungsforschung · Study

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ChapterKlassische Methoden der Werbewirkungsforschung

Daniela Schlütz2015

Chapter2015

Klassische Methoden der Werbewirkungsforschung

Daniela Schlütz

6 citations·0/0 files stored·Springer eBooks

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Advertising and Communication Studies

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References

1957The Measurement of Meaning 1985Measuring the Involvement Construct 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1981Psychological Reactance: A Theory of Freedom and Control 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2000The Limited Capacity Model of Mediated Message Processing 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2004Measuring Attitude toward the Brand and Purchase Intentions

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2015Nutzung von Werbungchapter · 12 shared references 2019Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articlesarticle · 9 shared references 1998Standardization & Justification: Do AadScales Measure Up?article · 9 shared references 2015Psychologische Modelle der Werbewirkungchapter · 8 shared references 2016Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Adsarticle · 7 shared references 1991The Moderating Effects of Ad Message Involvement: A Reassessmentarticle · 7 shared references

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Year2015

Typechapter

Published2015-09-14

VenueSpringer eBooks

Languagede

Citations6

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1007/978-3-531-18916-1_24

openalex_workW2290534993

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