Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach
Author:
Publisher
Springer Fachmedien Wiesbaden
Link
http://link.springer.com/content/pdf/10.1007/978-3-658-15220-8_12
Reference46 articles.
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3. Bagozzi, R. and Yi, Y. (1988), “On the Evolution of Structural Equation Models” in: Journal of the Academic of Marketing Science,Vol.16, No.1, 74-94.
4. Banerjee, S. C. and Greene, K. (2012), “I Quit vs I’m Sorry I Used: A Preliminary Investigation of Variations in Narrative Ending and Transportation” in: Psychology and Health, Vol.27, No.11, 1308-1322.
5. Batey, M. (2008), Brand Meaning. Routledge, New York, London.
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