Effects of a branded webtoon on ad avoidance : the persuasion knowledge model of dual experiences
Ilyoung Ju and Jong Woo Jun
| Year of publication: |
2025
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|---|---|
| Authors: | Ju, Ilyoung ; Jun, Jong Woo |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 31.2025, 1, p. 62-80
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| Subject: | brand experiences | empathy | familiarity | persuasion knowledge and advertising avoidance | Webtoons | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Markenführung | Brand management | Emotion | Markenartikel | Brand | Markenimage | Brand image | Wissen | Knowledge |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2023.2208161 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015416628