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The moderating role of gender identity in responses to comedic violence advertising
Yoon, Hye Jin; Kim, Yeuseung - In: Journal of advertising : official publication of the … 43 (2014) 4, pp. 382-396
Persistent link: https://www.econbiz.de/10010469991
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Competing for consumer memory in television advertising : an empirical examination af the impacts of non-editorial clutter on brand memory in mega-event broadcasts
Jeong, Yongick; Kim, Yeuseung; Zhao, Xinshu - In: International journal of advertising : the quarterly … 30 (2011) 4, pp. 617-640
Persistent link: https://www.econbiz.de/10009349596
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"Thinking and feeling" products and "utilitarian and value-expressive" appeals in contemporary TV advertising : a content analytic test for functional matching and the FCB model
Choi, Hojoon; Yoon, Hye Jin; Paek, Hye-jin; Reid, Leonard N. - In: Journal of marketing communications 18 (2012) 2, pp. 91-111
Persistent link: https://www.econbiz.de/10009532020