The effects of typefaces on ad effectiveness considering psychological perception and perceived communicator’s power
Soojin Kim, A-Reum Jung and Yoojung Kim
| Year of publication: |
2021
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|---|---|
| Authors: | Kim, Soojin ; Jung, A-Reum ; Kim, Yoojung |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 27.2021, 7, p. 716-741
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| Subject: | ad effectiveness | communicator's power | congruence effect | message engagement | psychological perceptions | Typeface | Wahrnehmung | Perception | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2020.1765407 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012653583