• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >How captive is your audience? Defining overall advertising involvement
【24h】

How captive is your audience? Defining overall advertising involvement

机译：您的听众有多被俘虏？定义整体广告参与

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This article aims to reconcile some inconsistencies on the three constructs of advertising involvement, advertising relevance and media engagement. Then it develops a scale to holistically measure overall advertising involvement Three previously measured types of involvement (message, media, and creative) are regrouped into one multidimensional structure with three correlated dimensions. The scale is then used to show that overall advertising involvement is capable of shaping attitudes leading to various consumer outcomes. Contributing to the literature on advertising involvement, this research confirms that overall advertising involvement is both situational and enduring. From a professional perspective, the research proposes a measurement tool better suited to understanding the scope of overall consumer involvement with advertising.
机译：本文旨在调和广告参与，广告相关性和媒体参与这三种结构的一些不一致之处。然后，它开发出一个衡量整体广告参与度的量表，将先前测量的三种参与度类型（消息，媒体和创意）重新组合为一个具有三个相关维度的多维结构。然后，该量表用于显示整体广告参与能够塑造导致各种消费者结果的态度。对于有关广告参与的文献的贡献，该研究证实总体广告参与既是情境的，也是持久的。从专业的角度来看，该研究提出了一种更适合理解消费者整体参与广告的范围的测量工具。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号