An experimental study on the relationship between consumer involvement and advertising effectiveness

Shwu‐Ing Wu (Department of Business Administration, National Chin‐Yi Institute of Technology, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 1 March 2001

Abstract

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.

Keywords

Citation

Wu, S. (2001), "An experimental study on the relationship between consumer involvement and advertising effectiveness", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 1, pp. 43-56. https://doi.org/10.1108/13555850110764702

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Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

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