Enhancing television advertising : same-language subtitles can improve brand recall, verbal memory, and behavioral intent
Year of publication: |
2014
|
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Authors: | Brasel, S. Adam ; Gips, James |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 42.2014, 3, p. 322-336
|
Subject: | Advertising | Subtitles | Brand recall | Memory | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Werbung |
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