Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 87778
An Empirical Investigation of Relationships between Consumer Involvement and Advertisement Effectiveness
Authors: Nasim Karami Mal Amiri, Farhad Razm Azma
Abstract:
Parts of consumer involvement in regards to one product are related to advertisement strategies. Different consumer involvement has different answers to the effectiveness of advertisement. This study has divided the market considering the characteristics and relationship between consumer involvement and the effectiveness of advertisement. The results of this study show consumer involvement which does affect parts of marketing. A positive and direct relationship among consumer involvement and the eventual effectiveness of advertisement has been shown. A great amount of consumer involvement is directly related to advertisement effectiveness. Therefore, consumer involvement is a critical factor in advertisement strategies.Keywords: consumer involvement, advertisement effectiveness, strategy, effective marketing
Procedia PDF Downloads 457