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Full-Text Articles in Marketing
Specialty Food And Beverage: A Case Study Of Small Business Management, Barry Doyle, Arthur H. Bell, Dayle Smith
Specialty Food And Beverage: A Case Study Of Small Business Management, Barry Doyle, Arthur H. Bell, Dayle Smith
Finance
Specialty Food and Beverage is facing growing pains from its rapid expansion over the last decade and more. The case provides a summary of the challenges faced by the company in the areas of supply chain management, marketing plans, the creation of economic value, and the development of a long term strategy for profitable growth.
Do Animated Banner Ads Hurt Websites? The Moderating Roles Of Website Loyalty And Need For Cognition, Sweta Thota, Ji Hee Song, Val Larsen
Do Animated Banner Ads Hurt Websites? The Moderating Roles Of Website Loyalty And Need For Cognition, Sweta Thota, Ji Hee Song, Val Larsen
Marketing (Formerly Marketing and Law)
While extant research has examined the effectiveness of banner ads, relatively little is known about the effect of animated banner ads on consumers’ attitudes and revisit intentions toward the host website and the brand advertised in the ad. This research contributes to and enhances our understanding of this topic by exploring and identifying consumer responses to animated banner ads on websites and then empirically testing a conceptual model. Results show that exposure to animated banner ads on a website results in consumer skepticism toward the website, which negatively influences their attitudes toward the website and the brand in the ad …