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Keywords: Banner advertisements
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Journal Articles
Consumer recall of brand versus product banner ads
Available to Purchase
Journal of Product & Brand Management (2012) 21 (6): 452–464.
Published: 14 September 2012
... experimental design studies to empirically test the hypotheses based on the elaboration likelihood model (ELM) by manipulating type of online banner advertisement (brand‐type versus product‐type) and measuring individual need for cognition (NFC). Findings Consumers high in NFC recall product‐type banner...
