Kuvita, Tetyana; Karlíček, Miroslav - In: Central European Business Review 2014 (2014) 3, pp. 16-22
in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is … “eaten up” by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current … literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using …