Computer-Mediated Advertising: Consumers and Brands
نویسندگان
چکیده
This paper addresses computer-mediated advertising (CMA) as a source of brand image. It is proposed that CMA contributes to brand image by facilitating unique consumer-brand relationships. The 'quality' of these relationships largely depend on how advertisers leverage interactivity and computer intelligence during interaction. An analogy is drawn between CMA and service encounters and a framework incorporating principles from Dance's (1967) helix model of communication and Mehrabian's (1981) approach/avoidance theory is created to elucidate strategy and research issues.
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تاریخ انتشار 1996