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Openness in metaphorical and straightforward advertisements : appreciation effects
Lagerwerf, Luuk; Meijers, Anoe - In: Journal of advertising : official publication of the … 37 (2008) 2, pp. 19-30
Persistent link: https://www.econbiz.de/10003732277
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Consumer responses toward sexual and nonsexual appeals : the influence of involvement, need for cognition (NFC), and gender
Putrevu, Sanjay - In: Journal of advertising : official publication of the … 37 (2008) 2, pp. 57-69
Persistent link: https://www.econbiz.de/10003732320
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What's funny and what's not : the moderating role of cultural orientation in ad humor
Lee, Yih Hwai; Lim, Elison Ai Ching - In: Journal of advertising : official publication of the … 37 (2008) 2, pp. 71-84
Persistent link: https://www.econbiz.de/10003732325
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I want to buy the advertised product only! : an examination of the effects of additional product offers on consumer irritation in a cross-promotion context
Thota, Sweta Chaturvedi; Biswas, Abhijit - In: Journal of advertising : official publication of the … 38 (2009) 1, pp. 123-136
Persistent link: https://www.econbiz.de/10003833488
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Desperately seeking advertising creativity : engaging an imaginative "3Ps" research agenda
Sasser, Sheila L.; Koslow, Scott - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 5-19
Persistent link: https://www.econbiz.de/10003807957
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Special issue on creativity research in advertising
Sasser, Sheila L. (contributor) - 2008
Persistent link: https://www.econbiz.de/10003808064
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Defining the necessary components of creative, effective ads
Rossiter, John R. - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 139-144
Persistent link: https://www.econbiz.de/10003808446
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Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising
Kim, Sora; Haley, Eric; Koo, Gi-yong - In: Journal of advertising : official publication of the … 38 (2009) 3, pp. 67-80
Persistent link: https://www.econbiz.de/10003892016
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Advertising´s new audiences : consumer response in the new free market economies of Central and Eastern Europe ; the case of the Czech Republic
Millan, Elena S.; Mittal, Banwari - In: Journal of advertising : official publication of the … 39 (2010) 3, pp. 81-98
Persistent link: https://www.econbiz.de/10008665414
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The impact of medium context on bilingual consumers' responses to code-switched advertising
Bishop, Melissa M.; Peterson, Mark - In: Journal of advertising : official publication of the … 39 (2010) 3, pp. 55-67
Persistent link: https://www.econbiz.de/10008665417