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Measuring Web Advertising Effectiveness in China

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  • GONG, WEN
  • MADDOX, LYNDA M.
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    Abstract

    This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their attitude toward the brand, and increases their purchase consideration. Although clickthrough was found to be a significant predictor for banner recall, there was no evidence that clickthrough affects brand recall, attitude toward the brand, or purchase consideration. Most of the findings in this study are congruent with those reported in the 1997 IAB Study.

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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: 34-49

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:34-49_03

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    Cited by:
    1. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.

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