Being hooked by the archetypal characters in drama TV ads : a structural equation modeling approach
Gül Şener, Hasan Kemal Suher, and Ali Atif Bir
| Year of publication: |
[2017]
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|---|---|
| Authors: | Şener, Gül ; Suher, Hasan Kemal ; Bir, Ali Atif |
| Published in: |
Bridging the gap between advertising academia and practice. - Wiesbaden : Springer Gabler, ISBN 3-658-15219-2. - 2017, p. 151-166
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| Subject: | Fernsehwerbung | Television advertising | Fernsehprogramm | Television programme | Markenführung | Brand management | Werbewirkung | Advertising effects | Strukturgleichungsmodell | Structural equation model |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011540338