"Branded, biased and it wants to sell a product" : typical ad representations influence the effect of ad recognition : a mixed-method research
Year of publication: |
2020
|
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Authors: | Buvár, Ágnes ; Orosz, Gábor |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 1, p. 32-50
|
Subject: | Advertising liking | advertising recognition | advertising representation | categorization theory | persuasion knowledge | schema | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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