A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand
Elmira Shahriari, Hamid Abbassi, Ivonne M. Torres, Miguel Ángel Zúñiga and Nourah Alfayez
| Year of publication: |
2023
|
|---|---|
| Authors: | Shahriari, Elmira ; Abbassi, Hamid ; Torres, Ivonne M. ; Zúñiga, Miguel Ángel ; Alfayez, Nourah |
| Subject: | Objective and subjective comprehension | Single meaning and polysemous brand slogans | Uncertainty avoidance | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Werbung | Advertising | Kulturelle Identität | Cultural identity |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-07-2020-3951 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014471167