Metaphor as visual thinking in advertising and its effects : focus on brand familiarity and product involvement
Year of publication: |
2017
|
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Authors: | Kim, Soojin ; Kim, Jihye ; Kim, Eunice |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 23.2017, 5, p. 654-672
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Subject: | ad effectiveness, | brand familiarity, | metaphorical ads, | product involvement, | visual metaphors | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Werbung | Advertising | Wahrnehmung | Perception | Konsumentenverhalten | Consumer behaviour | Visualisierung | Visualization |
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