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While banner advertisements are widespread in the marketplace, it is unclear whether Web sites containing such advertisements may be harming themselves by such a practice. This study addresses this issue by investigating the impact of banner advertisement and Web site congruity on consumer attitudes toward a brand\u2019s Web site. The results of an experiment indicate that if managers include such advertisements on their Web site, these advertisements should be consistent with the Web site brand and that certain consumer characteristics should be considered. Implications of the research for brand management and advertising on the Internet are provided.<\/jats:p>","DOI":"10.1108\/02635570410525816","type":"journal-article","created":{"date-parts":[[2004,4,6]],"date-time":"2004-04-06T19:43:58Z","timestamp":1081280638000},"page":"273-281","source":"Crossref","is-referenced-by-count":50,"title":["Banner advertisement and Web site congruity effects on consumer Web site perceptions"],"prefix":"10.1108","volume":"104","author":[{"given":"Eric J.","family":"Newman","sequence":"first","affiliation":[]},{"suffix":"Jr","given":"Donald E.","family":"Stem","sequence":"additional","affiliation":[]},{"given":"David E.","family":"Sprott","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022031220081726900_B1","unstructured":"Ajzen, I. and Fishbein, M. 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