Drone images versus terrain images in advertisements : images' verticality effects and the mediating role of mental simulation on attitude towards the advertisement
Marcelo Royo-Vela and Matthew Black
| Year of publication: |
2020
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|---|---|
| Authors: | Royo-Vela, Marcelo ; Black, Matthew |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 1, p. 21-39
|
| Subject: | attitude towards the advertisement | drones | Images' verticality | mediating effect | mental simulation | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image | Simulation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2018.1425896 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203384