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As the Internet gradually diffuses throughout more sectors in society many advertisers have begun to consider the diversity in various aspects of consumer behavior among Internet users. As Internet users perceptions towards Internet advertising are found to influence their brand perceptions and purchase intentions, the study can contribute to the design and assessment of Internet advertising. The paper discusses the findings of a study designed to increase the generalisability, validity and reliability of earlier studies concerning the relationships between perception toward the ad and aspects of the advertising hierarchy of effects model in the e-mail marketing context. The findings suggest that the traditional advertising hierarchy of effects model is relevant in the e-mail marketing environment, and that investment in e-mail marketing communication can be evaluated using this stable and reliable method. It is, however …