Using food pictorial metaphor in the advertising of non-food brands : an exploratory investigation of consumer interpretation and affective response
Othman Boujena, Isabelle Ulrich, Yolande Piris, Laëtitia Chicheportiche
| Year of publication: |
2021
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|---|---|
| Authors: | Boujena, Othman ; Ulrich, Isabelle ; Piris, Yolande ; Chicheportiche, Laëtitia |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 62.2021, p. 1-11
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| Subject: | Advertising | Exploratory qualitative study | Food | Metaphors | Konsumentenverhalten | Consumer behaviour | Werbung | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2021.102605 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012648893