TY - JOUR
AU - Shwu‐Ing Wu
AB - States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.
TI - An experimental study on the relationship between consumer involvement and advertising effectiveness
JF - Asia Pacific Journal of Marketing and Logistics
DO - 10.1108/13555850110764702
DA - 2001-03-01
UR - https://www.deepdyve.com/lp/emerald-publishing/an-experimental-study-on-the-relationship-between-consumer-involvement-pKu8bZYRcW
SP - 43
EP - 56
VL - 13
IS - 1
DP - DeepDyve
ER -