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Intergenerational appeal in advertising : impacts of brand - gender extension and brand history
Chang, Chun-Tuan; Tung, Minh-Hsuan - In: International journal of advertising : the quarterly … 35 (2016) 2, pp. 345-361
Persistent link: https://www.econbiz.de/10011581241
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Bygone eras vs. the good Ol' days : how consumption context and self-construal influence nostalgic appeal selection
Chang, Chun-Tuan; Feng, Ching-Chiao - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 589-615
Persistent link: https://www.econbiz.de/10011567087
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Cause-related marketing ads in the eye tracker : it depends on how you present, who sees the ad, and what you promote
Chang, Chun-Tuan; Chen, Pei-Chi - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 336-355
Persistent link: https://www.econbiz.de/10011689868
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Right metaphor, right place : choosing a visual metaphor based on product type and consumer differences
Chang, Chun-Tuan; Wu, Yuan-Ciao; Lee, Yu-Kang; Chu, Xing-Yu - In: International journal of advertising : the quarterly … 37 (2018) 2, pp. 309-336
Persistent link: https://www.econbiz.de/10011859426