INDIRECT PERSUASION IN ADVERTISING
Edward F. McQuarrie, Barbara J. Phillips
págs. 7-20
SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX
Donald P. Roy, T. Bettina Cornwell, Clinton S. Weeks
págs. 21-42
SOCIOLINGUISTIC EFFECTS ON CODE-SWITCHED ADS TARGETING BILINGUAL CONSUMERS
David Luna, Laura A. Peracchio
págs. 43-56
INTERNET USES AND GRATIFICATIONS
Marilyn S. Roberts
págs. 57-70
BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES
Claire Allison Stammerjohan, Robert S. Moore, Robin A. Coulter
págs. 71-84
págs. 85-98
CROSS-CULTURAL COMPARISONS OF INTERACTIVITY ON CORPORATE WEB SITES
Hongsik John Cheon
págs. 99-115
PERSPECTIVES ON ADVERTISING RESEARCH
Stephen J. Grove, Les Carlson, Marla Royne Stafford
págs. 117-149
© 2001-2024 Fundación Dialnet · Todos los derechos reservados