Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans
Miguel Angel Zúñiga; Ivonne M. Torres and Mihai Niculescu
| Year of publication: |
2015
|
|---|---|
| Authors: | Zúñiga, Miguel Ángel ; Torres, Ivonne M. ; Niculescu, Mihai |
| Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 32.2015, 3, p. 145-156
|
| Subject: | Advertising | Comprehension | Ethnic identification | Polysemous slogans | Processing fluency | Werbewirkung | Advertising effects | Hispano-Amerikaner | Hispanics | Konsumentenverhalten | Consumer behaviour | Ethnische Gruppe | Ethnic group | Werbung | Zielgruppe | Target group |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011376688