Imagination matters : do consumers' imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?
Seung Yun Lee, Sunho Jung, Han Young Jung, Sung Tae Choi and Sangdo Oh
| Year of publication: |
2019
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|---|---|
| Authors: | Lee, Seung Yun ; Jung, Sunho ; Jung, Han Young ; Choi, Sung Tae ; Oh, Sangdo |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 8, p. 1173-1201
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| Subject: | advertising | brand evaluation | imagery processing | Metaphor | regulatory focus | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Markenimage | Brand image | Werbepsychologie | Psychology of advertising | Markenführung | Brand management | Markenartikel | Brand | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1596445 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200373