Effects of ironic advertising on consumers' attention, involvement and attitude
Taemin Kim and Okhyun Kim
| Year of publication: |
February 2018
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|---|---|
| Authors: | Kim, Taemin ; Kim, Okhyun |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 1, p. 53-67
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| Subject: | Advertising | rhetoric | irony | schema | Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbepsychologie | Psychology of advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1096817 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011852912