Do consumers go through imagery processing processes differently? : The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing
Yakun Zhang, Jithendran Kokkranikal and Brianna Parker
| Year of publication: |
2025
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|---|---|
| Authors: | Zhang, Yakun ; Kokkranikal, Jithendran ; Parker, Brianna |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 31.2025, 4, p. 393-421
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| Subject: | airline advertising | elaboration likelihood model | Mental imagery | purchase intention | quantity, vividness | valence | visual stimuli | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Fluggesellschaft | Airline | Werbung | Advertising | Experiment | Kaufentscheidung | Purchase decision |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2023.2246036 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015417282