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C/M/563. Master's Dissertation. The Effectiveness of Banner Advertising: The case of UK consumers
- WORDS:
- 19500
- DATE:
- 2007
- PRICE:
- 199.99 GBP
This study both examined the reasons why people do and do not click on banner adverts, as well as investigated the relationship between banner advertising and customer loyalty and purchasing intention. In so doing, it had two aims: First, it attempted to validate the findings of previous studies on banner advertising effectiveness. Second, it aimed to understand the effect of banner advertising, for both functional and expressive products, on customer loyalty and purchasing intention.
KEYWORDS: Banner advertising, customer loyalty, relationship marketing,
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