Does rhetoric impact advertising effectiveness with liking controlled?
Year of publication: |
2012
|
---|---|
Authors: | Huhmann, Bruce A. ; Albinsson, Pia A. |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 46.2012, 11/12, p. 1476-1500
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Advertising rhetoric | Figurative language | Processing | Attitudes | Memory | Likeability | Content analysis | Consumer behaviour |
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