Missing ingredients in metaphor advertising: The right formula of metaphor type, product type, and need for cognition

Journal of Advertising

Volumn 42, Issue 1, 2013, Pages 80-94

  Chang, Chun Tuan ^a   Yen, Ching Ting ^b  

^a NATIONAL SUN YAT SEN UNIVERSITY   (Taiwan)

^b Relmek Co Ltd   (Taiwan)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84876769117     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2012.749090     Document Type: Article

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