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Crossing the cultural divide through bilingual advertising : the moderating role of brand cultural symbolism
Kubat, Umut; Swaminathan, Vanitha - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 354-362
Persistent link: https://www.econbiz.de/10011428859
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Contextual priming effects of television programs on commercials : the moderating effects of age
Bellman, Steven; Robinson, Jennifer A.; Reid, Ryan; … - In: Journal of promotion management : JPM 21 (2015) 5, pp. 566-583
Persistent link: https://www.econbiz.de/10011433561
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Spreading joy : examining the effects of smiling models on consumer joy and attitudes
Berg, Hanna; Söderlund, Magnus; Lindström, Annika - In: The journal of consumer marketing 32 (2015) 6, pp. 459-469
Persistent link: https://www.econbiz.de/10011485848
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"Top 10" reasons : when adding persuasive arguments reduces persuasion
Weaver, Kimberlee; Hock, Stefan J.; Garcia, Stephen M. - In: Marketing letters : a journal of research in marketing 27 (2016) 1, pp. 27-38
Persistent link: https://www.econbiz.de/10011444011
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A green picture is worth a thousand words? : effects of visual and textual environmental appeals in advertising and the moderating role of product involvement
Xue, Fei; Muralidharan, Sidharth - In: Journal of promotion management : JPM 21 (2015) 1, pp. 82-106
Persistent link: https://www.econbiz.de/10011304628
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Color effects in print advertising : a research update (1985 - 2012)
Panigyrakis, George G.; Kyrousi, Antigone G. - In: Corporate communications : an international journal 20 (2015) 3, pp. 233-255
Persistent link: https://www.econbiz.de/10011401357
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The influence of self-concept on ad effectiveness : interation between self-concept and construal levels on effectiveness of advertising
Kim, Dong Hoo; Yoo, Jinyoung Jinnie; Lee, Wei-Na - In: Journal of marketing communications 24 (2018) 7, pp. 734-745
Persistent link: https://www.econbiz.de/10011927624
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Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement
Soni, Mayank Jyotsna - In: The journal of consumer marketing 34 (2017) 4, pp. 338-348
Persistent link: https://www.econbiz.de/10011691610
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Memorable metaphor : how different elements of visual rhetoric affect resource allocation and memory for advertisements
Peterson, Matthew; Wise, Kevin; Ren, Yilin; Wang, Zongyuan - In: Journal of current issues and research in advertising : … 38 (2017) 1, pp. 65-74
Persistent link: https://www.econbiz.de/10011745236
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How advertising literacy training affect children's responses to television commercials versus advergames
Hudders, Liselot; Cauberghe, Veroline; Panic, Katarina - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 909-931
Persistent link: https://www.econbiz.de/10011644533