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Love at First Site? A Study of Website Advertising Effectiveness

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  • DAHL N, MICAEL
  • RASCH, ALEXANDRA
  • ROSENGREN, SARA
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    Abstract

    The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers. However, there is still one important knowledge gap, namely the communication effects of website advertising. How should websites be designed to attain brand-related communication effects? a

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 01 (March)
    Pages: 25-33

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:25-33_03

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    Cited by:
    1. Teerling, Marije L., 2004. "How about integration: the impact of online activities on store satisfaction and loyalty," Research Report 04F08, University of Groningen, Research Institute SOM (Systems, Organisations and Management).

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