Huhmann, Bruce A.; Albinsson, Pia A. - In: European Journal of Marketing 46 (2012) 11/12, pp. 1476-1500
Purpose – Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly...