The effect of 3-D product visualisation on the strength of brand attitude

Material TypeArticleLanguageEnglish
TitleThe effect of 3-D product visualisation on the strength of brand attitude Author(S)Ki-Young Lee (Author)
Abstract  This study investigates the effect of 3-D product visualisation on attitude accessibility and attitude confidence, two non-evaluative dimensions of attitudes that have not been studied in previous research. The experiment analysed two versions of a website (3-D vs 2-D), in which the capacity to interact with the product has been manipulated. The results show that consumers ...Paginationp377-396
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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