Super Bowl ad likeability: Enduring and emerging predictors
Author:
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/13527266.2011.581302
Reference74 articles.
1. A Content Analysis of Music Placement in Prime-Time Television Advertising
2. Exploring the relationship between celebrity endorser effects and advertising effectiveness
3. Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses
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