Predicting what? : the strengths and limitations of a test of persuasive advertising principles
Malcolm J. Wright (Massey Business School, Massey University, New Zealand)
| Year of publication: |
2016
|
|---|---|
| Authors: | Wright, Malcolm J. |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 1/2, p. 312-316
|
| Subject: | Advertising | Persuasion | Recall | Consumer memory | Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-12-2015-0833 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011453393