How captive is your audience? Defining overall advertising involvement

Journal of Business Research

Volumn 66, Issue 4, 2013, Pages 499-505

  Spielmann, Nathalie ^a   Richard, Marie Odile ^b  

^a NEOMA BUSINESS SCHOOL   (France)

^b UNIVERSITÉ DE MONTRÉAL   (Canada)

Author keywords

Creative involvement; Media involvement; Message involvement; Overall advertising involvement; Scale development

Indexed keywords

EID: 84874342458     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.12.002     Document Type: Article

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