Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits
Year of publication: |
2022
|
---|---|
Authors: | Uribe, Rodrigo ; Labra, Rafael ; Manzur, Enrique |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 4, p. 703-730
|
Subject: | Advertising | Augmented reality | Dual Mediation Model | Effectiveness | Personality | Werbung | Persönlichkeitspsychologie | Personality psychology | Werbewirkung | Advertising effects | Persönlichkeitsmerkmal | Personality trait |
-
The impacts of consumer personality traits on online video ads sharing intention
Choi, Chang-Won, (2020)
-
Advertising between archetype and brand personality
Bechter, Clemens, (2016)
-
Dodoo, Naa Amponsah, (2020)
- More ...
-
Store brand and national brand promotion attitudes antecedents
Manzur, Enrique, (2011)
-
Comparative advertising effectiveness in Latin America : evidence from Chile
Manzur, Enrique, (2012)
-
Exemplars' impacts in marketing communication campaigns
Uribe, Rodrigo, (2013)
- More ...