"Touching with heart, reasoning by truth!" : the impact of brand cues on mini-film advertising effect
Tung-Ju Wu, Ting Xu, Lydia Qianqian Li and Kuo-Shu Yuan
| Year of publication: |
2020
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|---|---|
| Authors: | Wu, Tung-Ju ; Xu, Ting ; Li, Lydia Qianqian ; Yuan, Kuo-Shu |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 8, p. 1322-1350
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| Subject: | advertising effect | brand cues | loneliness | Mini-film advertising | transportation | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbung | Advertising | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1755184 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012395659