Dub or sub : effects of dubbing versus subtitling on TV advertising efficacy
Year of publication: |
2020
|
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Authors: | Scarpi, Daniele ; Pizzi, Gabriele ; Prestini, Stefano |
Published in: |
Italian journal of marketing : ITJM. - Cham : Springer Nature Switzerland AG, ISSN 2662-3331, ZDB-ID 3011000-2. - Vol. 2020.2020, 2/3, p. 189-206
|
Subject: | TV advertising | Dubbing | Subtitling | Attitude | Sharing intention | Purchase intention | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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