Effects of Advertising Likeability: A 10-Year Perspective - Results showed that commercials were perceived as less likeable and less effective over a period of 10 years. The predictive value of different advertising likeability dimensions, however, remained stable over time.
| Year of publication: |
2006
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|---|---|
| Authors: | Smit, Edith G. ; Meurs, Lex van ; Neljens, Peter C. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 1, p. 73-83
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