Emerald Article: A new advertising effectiveness model for corporate advertising web sites: A relationship marketing approach Fotini Patsioura, Maro Vlachopoulou, Vicky Manthou
To cite this document: Fotini Patsioura, Maro Vlachopoulou, Vicky Manthou, (2009),"A new advertising effectiveness model for corporate advertising web sites: A relationship marketing approach", Benchmarking: An International Journal, Vol. 16 Iss: 3 pp. 372 - 386 Permanent link to this document: http://dx.doi.org/10.1108/14635770910961380 Downloaded on: 25-05-2012 References: This document contains references to 57 other documents To copy this document: firstname.lastname@example.org This document has been downloaded 4094 times.
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A new advertising effectiveness model for corporate advertising web sites A relationship marketing approach
Fotini Patsioura, Maro Vlachopoulou and Vicky Manthou
Department of Applied Informatics, University of Macedonia, Thessaloniki, Greece Abstract
Purpose – The purpose of this paper is to present an effectiveness conceptual framework to evaluate the overall performance of corporate advertising web sites towards the multiple advertising, promotional and relationship marketing objectives of their establishment. Speciﬁcally, communication, feedback and customer support policies are examined in order to identify their contribution in creating or inﬂuencing advertising “effects”. Design/methodology/approach – Data from a questionnaire-based survey of 160 undergraduate and postgraduate students within the department of applied informatics are used to accomplish greater understanding of their perceptions and requirements towards the factors in question. Findings – Findings reveal signiﬁcant dimensions of the participants’ behaviour based on their actions, activities, preferences and intentions. Also, the outcomes show a great impact of the relationship marketing qualitative factors in question on speciﬁc advertising effectiveness indicators. Research limitations/implications – The stimulus materials are limited to two corporate advertising web sites. Further testing to a wider sample of advertising stimulus of different product categories is required. Practical implications – Effectiveness measures provide to practitioners a factual demonstration of consumers’ use and intended use regarding functions and features incorporated by corporate advertising web sites and enable the optimisation of their execution. Originality/value – The paper introduces a new conceptual framework to support the contribution and signiﬁcance of relationship marketing factors on the overall performance of corporate advertising web sites. This...