Zobrazeno 1 - 2
of 2
pro vyhledávání: '"Roop Kumar Bhadury"'
Publikováno v:
International Journal of Market Research. 62:633-648
This article examines the manner in which advertising creativity may be influenced by “near” primes in the form of competitor product information that is presented at the briefing stage of engagement with a client. Drawing on the associative theo
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f56e82e577d96e1eee4e7be098bdbbc5
https://doi.org/10.1177/1470785320910301
https://doi.org/10.1177/1470785320910301
Publikováno v:
Journal of Advertising. 39:49-66
The use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effect
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f84cfbd38633e01fa5135ed3e855d651
https://doi.org/10.2753/joa0091-3367390104
https://doi.org/10.2753/joa0091-3367390104