Visual complexity, brand gender, and ad effectiveness
Siyun Chen, Veronika Ponomarenko, Linxiang Lv, David Ahlstrom
| Year of publication: |
2025
|
|---|---|
| Authors: | Chen, Siyun ; Ponomarenko, Veronika ; Lv, Linxiang ; Ahlstrom, David |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 2014002-2. - Vol. 42.2025, 2, p. 365-390
|
| Subject: | Ad complexity | Brand gender | Communication effectiveness | Masculinity/femininity | Simple/complex aesthetics | Visual marketing | Geschlecht | Gender | Ästhetik | Aesthetics | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Wahrnehmung | Perception | Visualisierung | Visualization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2024.09.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015435835