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~accessRights:"restricted"
~isPartOf:"Journal of promotion management : JPM"
~subject:"Germany"
~subject:"Management-Informationssystem"
~subject:"United States"
~subject:"Werbewirkung"
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Business modeling and software design : 6th International Symposium, BMSD 2016, Rhodes, Greece, June 20-22, 2016 : revised selected papers
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Metaphor as visual thinking in advertising and its effects : focus on brand familiarity and product involvement
Kim, Soojin
;
Kim, Jihye
;
Kim, Eunice
- In:
Journal of promotion management : JPM
23
(
2017
)
5
,
pp. 654-672
Persistent link: https://www.econbiz.de/10011799553
Saved in:
2
Visual metaphors in ads : the inverted-U effects of incongruity on processing pleasure and ad effectiveness
Mohanty, Praggyan
;
Ratneshwar, Srinivasan
- In:
Journal of promotion management : JPM
22
(
2016
)
3
,
pp. 443-460
Persistent link: https://www.econbiz.de/10011532998
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