Provocation in advertising: A conceptualization and an empirical assessment

International Journal of Research in Marketing

Volumn 14, Issue 2, 1997, Pages 177-192

  Vézina, Richard ^a   Paul, Olivia ^b  

^a UNIVERSITÉ DE SHERBROOKE   (Canada)

^b Société Nutricia   (France)

Author keywords

Creative strategies in advertising; Emotional advertising; Provocation in advertising

Indexed keywords

EID: 0031138575     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/s0167-8116(97)00002-5     Document Type: Article

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