"Branded, biased and it wants to sell a product" : typical ad representations influence the effect of ad recognition : a mixed-method research
Ágnes Buvár and Gábor Orosz
| Year of publication: |
2020
|
|---|---|
| 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 |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1613848 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200471