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- Title
Investigating the impact of television advertisement image quality on telepresence, attitude towards brands and purchase intentions.
- Authors
BRACKEN, CHERYL CAMPANELLA
- Abstract
In an experiment manipulating the image quality of television ads, 127 participants watched television commercials in either high or low image quality. The participants rated each ad for their attitude towards the ad and purchase intentions. Additionally, sensations of telepresence and transportation were assessed. The participants who viewed the ads in higher image quality reported more positive attitudes towards the brands, and higher levels of telepresence. The implications are discussed.
- Subjects
TELEVISION advertising; TELEPRESENCE; INFORMATION &; communication technologies; IMAGE quality of television cameras; IMAGE processing; ECONOMICS
- Publication
International Journal of Digital Television, 2014, Vol 5, Issue 2, p137
- ISSN
2040-4182
- Publication type
Article
- DOI
10.1386/jdtv.5.2.137_1