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An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

  • Published:2009-11 Issue:4 Volume:23 Page:321-331
  • ISSN:1094-9968
  • Container-title:Journal of Interactive Marketing
  • language:en
  • Short-container-title:Journal of Interactive Marketing

Author:

Calder Bobby J.,Malthouse Edward C.,Schaedel Ute

Publisher

Elsevier BV

Subject

Marketing,Business and International Management

Reference46 articles.

1. Evaluating Vehicle Source Effects;Aaker;Journal of Advertising Research,1972

2. ARF, (2006). Engagement. Retrieved 23 July, 2007, www.thearf.org/research/engagement.html.

3. Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences;Ariely;Journal of Consumer Research,2000

4. Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behaviour Research;Bearden,1999

5. The Importance of the Brand in Brand Extension;Broniarczyk;Journal of Marketing Research,1991

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