How songs from growing up and viewers' attachment styles affect video ads' effectiveness
Carlos J.S. Lourenço, Giuliana Isabella, Willem Verbeke, Khoi Vo, Angelika Dimoka, Richard P. Bagozzi
| Year of publication: |
2023
|
|---|---|
| Authors: | Lourenço, Carlos ; Isabella, Giuliana ; Verbeke, Willem J. M. I. ; Vo, Khoi ; Dimoka, Angelika ; Bagozzi, Richard P. |
| Subject: | advertising effectiveness | attachment styles | memories and emotions | music | unaided brand recall | Werbewirkung | Advertising effects | Emotion | Konsumentenverhalten | Consumer behaviour | Musik | Music | Werbung | Advertising | Kognition | Cognition | Fernsehwerbung | Television advertising | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21725 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10013465222