Grotesque imagery enhances the persuasiveness of luxury brand advertising
Year of publication: |
2020
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Authors: | An, Donghwy ; Lee, Chulsung ; Kim, Janghyun ; Youn, Nara |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 6, p. 783-801
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Subject: | fit | Grotesque | luxury advertising | transportation | Konsumentenverhalten | Consumer behaviour | Luxusgüter | Luxury goods | Werbung | Advertising | Markenführung | Brand management | Werbewirkung | Advertising effects |
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