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Internet keyword advertising and consumer search intentions: The mediating effects of advertising attitude and keyword perception

โœ Scribed by Cheng, Yen-Fen; Wang, Jau-Shyong; Lee, Lian-Chun; Lee, Hsin-Wei

Book ID
121744018
Publisher
Informa UK (Taylor & Francis)
Year
2013
Weight
316 KB
Volume
34
Category
Article
ISSN
0252-2667

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โœ Thomas Jensen; Jeremy Kees; Scot Burton; Fernanda Lucarelli Turnipseed ๐Ÿ“‚ Article ๐Ÿ“… 2003 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 134 KB

This research examines the effects of inclusion of a reference price in an Internet advertisement on consumer price perceptions and price-search intentions both (1) on the Internet and (2) in brick-and-mortar retail channels. Proposed differences between Internet sites and brick-and-mortar channels