The multidimensional nature and brand impact of user-generated ad parodies in social media
Year of publication: |
2011
|
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Authors: | Vanden Bergh, Bruce G. ; Lee, Mira ; Quilliam, Elizabeth T. ; Hove, Thomas |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 30.2011, 1, p. 103-131
|
Subject: | Social Web | Social web | Werbung | Advertising | Humor | Werbewirkung | Advertising effects | Markenimage | Brand image |
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