Cross-media advertising strategies and brand attitude: the role of cognitive load-Reference-Cited by-同舟云学术

登录注册会员服务联系我们

Cross-media advertising strategies and brand attitude: the role of cognitive load

Published:2023-09-01 Issue: Volume: Page:1-33
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Hatzithomas Leonidas¹,Theodorakioglou Fotini¹,Margariti Kostoula¹,Boutsouki Christina²

Affiliation:

1. Department of Business Administration, School of Business Administration, University of Macedonia, Thessaloniki, Greece

2. Department of Economics, School of Economics and Political Science, Aristotle’s University of Thessaloniki, Thessaloniki, Greece

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2023.2249342

Reference69 articles.

1. Assessing the effectiveness of sponsorship messaging

2. Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition

3. Bang, H. and K. King. 2021. The effect of media multitasking on ad memory: the moderating role of program-induced engagement and brand familiarity. International Journal of Advertising 40, no. 7: 994–1023.

4. Tuning in and tuning out: media multitasking among young consumers

5. Keeping Up with Media Multitasking: An Eye-Tracking Study among Children and Adults to Investigate the Impact of Media Multitasking Behavior on Switching Frequency, Advertising Attention, and Advertising Effectiveness

Cited by 1 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. A little context, please! Understanding consumer responses to online advertising;International Journal of Advertising;2024-03-25

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号京ICP备18003416号-3