Moderating effects of prior brand usage on visual attention to video advertising and recall : an eye-tracking investigation
Lucy Simmonds, Steven Bellman, Rachel Kennedy, Magda Nenycz-Thiel, Svetlana Bogomolova
| Year of publication: |
2020
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|---|---|
| Authors: | Simmonds, Lucy ; Bellman, Steven ; Kennedy, Rachel ; Nenycz-Thiel, Magda ; Bogomolova, Svetlana |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 111.2020, p. 241-248
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| Subject: | Attention | Brand familiarity | Eye-tracking | Prior brand usage | Recall | Video advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenartikel | Brand | Wahrnehmung | Perception | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.02.062 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012237806