How to survive in advertisement flooding : the effects of schema-product congruity and attribute relevance on advertisement attitude
Year of publication: |
2022
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Authors: | Lee, Jihyeon ; Kim, Hanku |
Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 21.2022, 2, p. 214-230
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Subject: | advertisement attitude | attribute relevance | perceived novelty | perceived typicality | schema congruity | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Wahrnehmung | Perception |
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