The mediating role of mental imagery in mobile advertising

International Journal of Information Management

Volumn 34, Issue 4, 2014, Pages 457-464

  Gavilan, Diana ^a   Avello, Maria ^a   Abril, Carmen ^a  

^a Universidad Complutense   (Spain)

Author keywords

Ad trust; Informational ad; Mental imagery; Mobile advertising; Transformational ad

Indexed keywords

MARKETING; PURCHASING;

AD TRUST; INFORMATIONAL AD; MENTAL IMAGERY; MOBILE ADVERTISING; TRANSFORMATIONAL AD;

IMAGE ENHANCEMENT;

EID: 84900403714     PISSN: 02684012     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijinfomgt.2014.04.004     Document Type: Article

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