The brand communication effects of using a headline to prompt the key benefit in ADS with pictorial metaphors

Journal of Advertising

Volumn 41, Issue 2, 2012, Pages 67-76

  Bergkvist, Lars ^a   Eiderbäck, Daniel ^b   Palombo, Michaela ^b  

^a The University of Nottingham Ningbo China   (China)

^b STOCKHOLM UNIVERSITY   (Sweden)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84870688962     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367410205     Document Type: Article

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