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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Unformatted Document Text:  Effectiveness of E-mail Marketing 17 Mitchell, A. A. (1986). The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Journal of Consumer Research, 13(June) 12-24. Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings and managerial insight. Journal of Retailing, 73(3), 311-336. Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(August), 318-32. Ostrom, T., & Upshaw, H. (1968). Psychological perspective and attitude change. In A. Greenwald, T. Brock, & T. Ostrom (Eds.), Psychological Foundations of Attitudes. New York: Academic Press. Pawley, O. (2001). E-mail marketing efforts undermined. Future Media Monthly News, 51(February), 7, Retrieved Oct. 20, 2002, from http://london.edu/marketing/ future/fmmonthly/newsletter_achieve/51_FEB01.pdf Raman, N. J. (1996). Determinants of desired exposure to interactive advertising (World Wide Web). Unpublished Doctoral Dissertation, University of Texas at Austin. Scott, B. M., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(April), 48-65. Scott, W. A. (1968). Attitude measurement. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology, 1, 204-273. Reading, MA: Addision-Wesley. Shimp, T. A., & Dyer, R. F. (1981). Factors influencing lawyers’ satisfaction with advertising and intentions to continue advertising. In J.H. Donnelly & W.R. George (Eds.), Marketing of Services (pp.104- 107). Chicago, IL: American Marketing Association. Stayman, D. M., & Aaker, D. A. (1988). Are all effects of Ad-induced feelings mediated by Aad? Journal of Consumer Research, 15, 368-373. Srinivasan, N. & Tikoo, S. (1992). Effect of locus of control on information search behavior. Advances in Consumer Research, 19, 498-504.

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 17
Mitchell, A. A. (1986). The effect of verbal and visual components of advertisements on brand
attitudes and attitude toward the advertisement. Journal of Consumer Research, 13(June) 12-24.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings and
managerial insight. Journal of Retailing, 73(3), 311-336.
Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand
attitude? Journal of Marketing Research, 18(August), 318-32.
Ostrom, T., & Upshaw, H. (1968). Psychological perspective and attitude change. In A.
Greenwald, T. Brock, & T. Ostrom (Eds.), Psychological Foundations of Attitudes. New York: Academic
Press.
Pawley, O. (2001). E-mail marketing efforts undermined. Future Media Monthly News,
51(February), 7, Retrieved Oct. 20, 2002, from http://london.edu/marketing/
future/fmmonthly/newsletter_achieve/51_FEB01.pdf
Raman, N. J. (1996). Determinants of desired exposure to interactive advertising (World Wide
Web). Unpublished Doctoral Dissertation, University of Texas at Austin.
Scott, B. M., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of
attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(April), 48-65.
Scott, W. A. (1968). Attitude measurement. In G. Lindzey & E. Aronson (Eds.), Handbook of
social psychology, 1, 204-273. Reading, MA: Addision-Wesley.
Shimp, T. A., & Dyer, R. F. (1981). Factors influencing lawyers’ satisfaction with advertising and
intentions to continue advertising. In J.H. Donnelly & W.R. George (Eds.), Marketing of Services (pp.104-
107). Chicago, IL: American Marketing Association.
Stayman, D. M., & Aaker, D. A. (1988). Are all effects of Ad-induced feelings mediated by Aad?
Journal of Consumer Research, 15, 368-373.
Srinivasan, N. & Tikoo, S. (1992). Effect of locus of control on information search behavior.
Advances in Consumer Research, 19, 498-504.


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