The influence of typical versus atypical ads on sharing intention
Paulo Rita, João Guerreiro and Sara Matos
| Year of publication: |
2023
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|---|---|
| Authors: | Rita, Paulo ; Guerreiro, João ; Matos, Sara |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 19.2023, 3/4, p. 231-262
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| Subject: | consumer brand engagement | CBE | advertising campaigns | typicality | celebrities | sharing intention | consumer neuroscience | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Neurowissenschaften | Neuroscience | Verbrauchereinstellung | Consumer attitudes | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2023.133313 [DOI] 10.1504/IJIMA.2023.10050589 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014442593