Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory
Ahmed Hamed Al-Shuaili, Scott Koslow, Mark Kilgour
| Year of publication: |
2023
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|---|---|
| Authors: | Al-Shuaili, Ahmed Hamed ; Koslow, Scott ; Kilgour, Mark |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 3, p. 236-252
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| Subject: | Advertising creativity | affect | brand familiarity | eye-tracking | memory | Kreativität | Creativity | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenartikel | Brand | Markenimage | Brand image | Werbewirtschaft | Advertising industry | Kreativsektor | Creative industries |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2023-017 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014375181