Likeability as a measure of advertising effectiveness: The case of financial services

Journal of Marketing Communications

Volumn 4, Issue 2, 1998, Pages 63-85

  McKechnie, Sally ^a   Leather, Phil ^b  

^a Social Sciences Building   (United States)

^b UNIVERSITY OF NOTTINGHAM   (United Kingdom)

Author keywords

Financial services advertising; Image of advertiser; Likeability; Television commercials

Indexed keywords

EID: 3242754108     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527269800000001     Document Type: Article

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