"Aha! I knew that voice sounded familiar!" : recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight
Matthew J. Hall, Les Carlson, James W. Gentry
| Year of publication: |
2024
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|---|---|
| Authors: | Hall, Matthew J. ; Carlson, Les ; Gentry, James W. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 174.2024, Art.-No. 114495, p. 1-14
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| Subject: | Advertising enjoyment | Aha! experience | Aha! moment | Celebrity endorsement | NIVO endorsement | Non-identified voice-over | Celebrity-Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114495 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014548001