No slogan versus with slogan : the different message strategies for new product digital video ads
Yongge Niu, Zhangdi Wei, Andy W. Hao, and Banggang Wu
| Year of publication: |
2023
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| Authors: | Niu, Yongge ; Wei, Zhangdi ; Hao, Andy W. ; Wu, Banggang |
| Published in: |
Journal of business-to-business marketing. - London [u.a.] : Routledge, Taylor and Francis Group, ISSN 1547-0628, ZDB-ID 2069757-0. - Vol. 30.2023, 2, p. 215-236
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| Subject: | Advertising slogan | content analysis | message strategy | new product video advertisement | product innovation newness | Werbung | Advertising | Produktentwicklung | New product development | Innovation | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/1051712X.2023.2216211 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014290458