Metaphors in moving images : the effect of metaphor order on message elaboration, ad comprehension, and product attribute beliefs
Lampros Gkiouzepas
| Year of publication: |
2017
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|---|---|
| Authors: | Gkiouzepas, Lampros |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-878X, ZDB-ID 2193394-7. - Vol. 12.2017, 4, p. 356-374
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| Subject: | visual metaphor | metaphor order | moving images | advertising | elaboration | comprehension | persuasion | product attribute beliefs | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbepsychologie | Psychology of advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011862033