Brand name recall : a study of the effects of word types, processing, and involvement levels
Year of publication: |
June 2017
|
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Authors: | Shamsollahi, Ali ; Amirshahi, Mirahmad ; Ghaffari, Farhad |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 3, p. 240-259
|
Subject: | brand name | word type | information processing | involvement | recall | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Markenführung | Brand management | Werbewirkung | Advertising effects | Experiment |
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