Consistency and commonality in advertising content : helping or hurting?
Year of publication: |
2023
|
---|---|
Authors: | Becker, Maren ; Gijsenberg, Maarten J. |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 1, p. 128-145
|
Subject: | Advertising content | Commonality | Consistency | TV advertising | Werbung | Advertising | Online-Marketing | Internet marketing | Spieltheorie | Game theory |
-
Essays on customer engagement strategies and tactics in business and consumer markets
Berkmann, Manuel, (2020)
-
The effect of content on zapping in TV advertising
Becker, Maren, (2023)
-
The role of messenger in advertising content : Bayesian persuasion perspective
Shin, Jiwoong, (2024)
- More ...
-
Advertising effectiveness : the role of content
Becker, Maren, (2017)
-
Communicating brands intelevision advertising
Bruce, Norris I., (2020)
-
Does it pay to be real? : understanding authenticity in TV advertising
Becker, Maren, (2019)
- More ...