Metaphor as visual thinking in advertising and its effects : focus on brand familiarity and product involvement
Soojin Kim, Jihye Kim, and Eunice Kim
| Year of publication: |
2017
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|---|---|
| Authors: | Kim, Soojin ; Kim, Jihye ; Kim, Eunice |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 23.2017, 5, p. 654-672
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| Subject: | ad effectiveness, | brand familiarity, | metaphorical ads, | product involvement, | visual metaphors | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbung | Advertising | Markenartikel | Brand | Markenführung | Brand management | Werbepsychologie | Psychology of advertising | Visualisierung | Visualization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2017.1297982 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011799553