The effectiveness of literalism-symbolism in business-to-business advertising
|Year of publication:||
|Authors:||van Dessel, Maria Margarita|
Queensland University of Technology
|Subject:||business-to-business (B2B) advertising | literalism | symbolism | message content | advertising performance | scale development | content analysis|
|Type of publication:||Book / Working Paper|
|Type of publication (narrower categories):||Thesis|
van Dessel, Maria Margarita (2010) The effectiveness of literalism-symbolism in business-to-business advertising. PhD thesis, Queensland University of Technology.
Homburg, Christian, (2015)
Mulla, Zubin R., (2008)
Tsaur, Sheng-Hshiung, (2016)
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