TY  - JOUR
AB  - 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.
VL  - 13
IS  - 1
SN  - 1355-5855
DO  - 10.1108/13555850110764702
UR  - https://doi.org/10.1108/13555850110764702
AU  - Wu Shwu‐Ing
PY  - 2001
Y1  - 2001/01/01
TI  - An experimental study on the relationship between consumer involvement and advertising effectiveness
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - MCB UP Ltd
SP  - 43
EP  - 56
Y2  - 2021/03/06
ER  -