Applying the Rossiter-Percy Grid to Online Advertising Planning: The Role of Product/Brand Type in Previsit Intentions

This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to online advertising planning.
  

Applying the Rossiter-Percy Grid to Online Advertising Planning: The Role of Product/Brand Type in Previsit Intentions

Guohua WuCalifornia State University, Fullerton

INTRODUCTION

In the age of the Internet, any marketer can set up a Web site...

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