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Universal emotional arc structure in advertisements and their favorability
Ghosh, Aruni; Deb, Madhurima - In: European journal of marketing 56 (2022) 4, pp. 1232-1267
Persistent link: https://www.econbiz.de/10013350959
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Consumer Insight : Emotionspsychologische Fundierung und praktische Anleitung zur Kommunikationsentwicklung
Föll, Kerstin - 2007 - 1. Aufl.
Persistent link: https://www.econbiz.de/10013515466
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Close your eyes and open your mind : how closed eyes affect evaluations of utilitarian and hedonic advertising appeals
Lee, Younghwa; Bakpayev, Marat; Yoon, Sukki; Kim, Kacy K. - In: Journal of consumer marketing 40 (2023) 6, pp. 702-711
Persistent link: https://www.econbiz.de/10014332329
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The influence of need for cognition and need for emotion on elderly responses to advertising : an exploratory study and implications for change in management
Safraou, Imen; Guiot, Denis - In: Journal of organizational change management 36 (2023) 2, pp. 217-232
Persistent link: https://www.econbiz.de/10014280538
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Like the dad in the ad : testing a conceptual model for new fathers' responses to dadvertisements
Mueller, Sophia; Morton, Cynthia R.; Johnson, Benjamin K.; … - In: International journal of advertising : the review of … 42 (2023) 3, pp. 488-517
Persistent link: https://www.econbiz.de/10014295202
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The impact of animal metaphors on consumer response to courtesy advertising
Huang, Wen Hsien; Hsieh, Shao-Yu - In: Journal of retailing and consumer services 75 (2023), pp. 1-10
Persistent link: https://www.econbiz.de/10014372540
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Message framing strategies in promoting tourists' pro-environmental behavioral intentions : the interaction of social distance and message framing
Zhao, Xinxin; Yao, Yanbo; Ren, Lianping; Jia, Guangmei - In: Journal of travel and tourism marketing 40 (2023) 8, pp. 678-692
Persistent link: https://www.econbiz.de/10014447622
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Analysis on consumer behavior model for storytelling advertising of hight-tech products : focusing on identification and empathic response
Chin, Hong Kun; Min, Byueong-hyun; Kim, Jae Young - In: Economics & finance notes 12 (2023) 1, pp. 45-54
Persistent link: https://www.econbiz.de/10014381147
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Celebrity appeal effectiveness in donating to the cause : popular culture vs. religious celebrities
Al-Wugayan, Adel A. A. - In: International review on public and non-profit marketing 20 (2023) 2, pp. 369-391
Persistent link: https://www.econbiz.de/10014383317
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The persuasiveness of metaphor in advertising
Septianto, Felix; Pontes, Nicolas; Tjiptono, Fandy - In: Psychology & marketing 39 (2022) 5, pp. 951-961
Persistent link: https://www.econbiz.de/10013186894