Consumer-perceived signals of "creative" versus "efficient" advertising : investigating the roles of expense and effort
Year of publication: |
2014
|
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Authors: | Modig, Erik ; Dahlén, Micael ; Colliander, Jonas |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 33.2014, 1, p. 137-154
|
Subject: | Werbung | Advertising | Kreativität | Creativity | Preisverleihung | Award | Werbewirkung | Advertising effects | Kommunikationswissenschaft | Communication science | Westeuropa | Western Europe |
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