The concept of AIDA applied to online interactive advertisement: a Youtube case study

Schivinski, B. ORCID: 0000-0002-4095-1922, 2013. The concept of AIDA applied to online interactive advertisement: a Youtube case study. In: M. Czubenko, ed., PhD Interdisciplinary Journal, No. 3, 2013. Gdańsk: Gdańsk University of Technology, pp. 54-59. ISBN 9788360779255

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Abstract

The purpose of this study was to test the implementation of a second-order CFA model for the factorial validity of Aaker’s consumer-based brand equity framework. To test the proposed theoretical model 186 data sets generated through a standardized online survey were evaluated. The data was analyzed using structural equation modeling with AMOS 21.0 software. The results demonstrated that the higher order CFA model for consumer based brand equity did not have an acceptable goodness-of-fit. This study also offers suggestions for further research in the field of brand equity management.

Item Type: Chapter in book
Creators: Schivinski, B.
Publisher: Gdańsk University of Technology
Place of Publication: Gdańsk
Date: 2013
ISSN: 2300-617X
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 23 Dec 2015 10:53
Last Modified: 09 Jun 2017 13:58
URI: http://irep.ntu.ac.uk/id/eprint/26727

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