When less is more : there must be a comprehensible reason for using incompleteness in advertisements to improve brand attitude
by Antonia Heberle and Heribert Gierl
| Year of publication: |
2020
|
|---|---|
| Authors: | Heberle, Antonia ; Gierl, Heribert |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 42.2020, 3, p. 8-36
|
| Subject: | Advertising | Ambiguity Effect | Incongruity | Image Completion | Need for Closure | Pleasant Surprise | Originality | Comprehensibility | Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012389100