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How to craft humorous advertisements across diverse cultures? : multi-country insights from Brazilian, Chinese and American consumers
Zhu, Ying; Wang, Valerie Lynette; Wang, Yong Jian; Wei, … - In: International journal of consumer studies 46 (2022) 3, pp. 716-730
Persistent link: https://www.econbiz.de/10013176901
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Publicity about athlete endorsers affects responses to ads via motivational activation
Read, Glenna L.; Kim, Jihoon; Lee, Yen-I; Sun, Shuoya; … - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 2, pp. 101-112
Persistent link: https://www.econbiz.de/10013346950
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Cognitive principles and persuasiveness of social anti-drug advertising
Kulikova, Ė. G.; Brusenskaja, L. A. - In: European research studies 21 (2018) 1, pp. 206-218
Persistent link: https://www.econbiz.de/10012238711
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The persistence of memory : an fMRI investigation of the brain processing of Surrealistic imagery in advertising
Mostafa, Mohamed M. - In: Journal of marketing communications 19 (2013) 5, pp. 341-359
Persistent link: https://www.econbiz.de/10010227709
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The effect of emotionally-arousing ad appeals on memory : time and fit matter
Riemer, Hila; Noel, Hayden - In: International journal of advertising : the review of … 40 (2021) 7, pp. 1024-1046
Persistent link: https://www.econbiz.de/10012650617
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Review of neuroscience in marketing: areas, emotions and tools
Gala, Prachi; Gligor, David - In: International journal of business innovation and … 27 (2022) 1, pp. 76-100
Persistent link: https://www.econbiz.de/10012887908
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A macro-level assessment of introducing children food advertising restrictions on children's unhealthy food cognitions and behaviors
Lwin, May O.; Yee, Andrew Z. H.; Lau, Jerrald; Ng, … - In: International journal of advertising : the review of … 39 (2020) 7, pp. 990-1011
Persistent link: https://www.econbiz.de/10012395637
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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
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The context (in)dependence of low-fit brand extensions
Mathur, Pragya; Malika, Malika; Agrawal, Nidhi; … - In: Journal of marketing 87 (2023) 1, pp. 114-132
Persistent link: https://www.econbiz.de/10013474431
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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