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An exploratory investigation of attitude toward the website and the advertising hierarchy of effects

Poh, Desmond Minh Hou and Adam, Stewart 2002, An exploratory investigation of attitude toward the website and the advertising hierarchy of effects, in AusWeb02, the Web enabled global village : proceedings of AusWeb02, the eighth Australian World Wide Web Conference, Southern Cross University, Lismore, N.S.W., pp. 620-631.

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Title An exploratory investigation of attitude toward the website and the advertising hierarchy of effects
Author(s) Poh, Desmond Minh Hou
Adam, Stewart
Conference name Australian World Wide Web Conference (8th : 2002 : Sunshine Coast, Qld.)
Conference location Sunshine Coast, Australia
Conference dates 5-10th July 2002
Title of proceedings AusWeb02, the Web enabled global village : proceedings of AusWeb02, the eighth Australian World Wide Web Conference
Editor(s) Treloar, Andrew
Ellis, Allan
Publication date 2002
Start page 620
End page 631
Publisher Southern Cross University
Place of publication Lismore, N.S.W.
Summary The paper discusses the findings of a study designed to increase the generalisability, validity and reliability of earlier studies concerning the relationships between attitude toward the ad and aspects of the advertising hierarchy of effects model in the online marketing context. The findings suggest that the traditional advertising hierarchy of effects model is relevant in the online marketing environment, and that investment in online marketing communication can be evaluated using this stable and reliable method. It is, however, suggested that further research is needed to improve the generalisability of the findings.
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ISBN 1863844538
9781863844536
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004806

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

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