Display advertising: the role of context and advertising appeals from a resistance perspective

PurposeThis research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.Design/methodology/approachTo accomplish this goal, two experiments manipulated the digital context of advert...

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Bibliographic Details
Published in:Journal of research in interactive marketing 2024-03, Vol.18 (2), p.198-219
Main Authors: Tsiotsou, Rodoula H., Hatzithomas, Leonidas, Wetzels, Martin
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Brand image
Brand management
Communication
Consumers
Decision making
Effectiveness
Exposure
Eye movements
Heuristic
Interactive marketing
Market shares
Marketing
Online advertising
Product development
Questionnaires
System theory
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