The influence of typical versus atypical ads on sharing intention
Year of publication: |
2023
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Authors: | Rita, Paulo ; Guerreiro, João Pedro Silva Martins ; Matos, Sara |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 19.2023, 3/4, p. 231-262
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Subject: | consumer brand engagement | CBE | advertising campaigns | typicality | celebrities | sharing intention | consumer neuroscience | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Neurowissenschaften | Neuroscience | Markenführung | Brand management |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1504/IJIMA.2023.133313 [DOI] 10.1504/IJIMA.2023.10050589 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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