Effects of ironic advertising on consumers' attention, involvement and attitude
Year of publication: |
February 2018
|
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Authors: | Kim, Taemin ; Kim, Okhyun |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 1, p. 53-67
|
Subject: | Advertising | rhetoric | irony | schema | Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
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