Anthropomorphism and allegory in advertising across cultures : effects on memory and persuasion
Katja Gelbrich; Daniel Gäthke; Stanford A. Westjohn
| Year of publication: |
2012
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|---|---|
| Authors: | Gelbrich, Katja ; Gäthke, Daniel ; Westjohn, Stanford A. |
| Published in: |
Journal of euromarketing. - Palmyra, PA : IMDA Press, ISSN 1049-6483, ZDB-ID 1109182-4. - Vol. 21.2012, 4, p. 174-192
|
| Subject: | Anthropomorphism | allegory | visual metaphors | advertising | cross-cultural | Werbewirkung | Advertising effects | Werbung | Advertising | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity | Konsumentenverhalten | Consumer behaviour | Werbepsychologie | Psychology of advertising |
| Extent: | Ill., graph. Darst. |
|---|---|
| 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/10009755856