The effects of ad-context congruency on responses to advertising in blogs: exploring the role of issue involvement

Material TypeArticleLanguageEnglish
TitleThe effects of ad-context congruency on responses to advertising in blogs: exploring the role of issue involvement Author(S)Sigal Segev (Author)
Abstract  This study examines the effect of ad–context congruency and the moderating role of issue involvement on consumers’ responses to banner ads on blogs. ...Paginationp 17-36
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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