Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference53 articles.
1. Warmth in Advertising: Measurement, Impact, and Sequence Effects
2. Context is Key: The Effect of Program-Induced Mood on Thoughts about the Ad
3. The effect of humor on recall of a radio advertisement
Cited by 288 articles. 订阅此论文施引文献 订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. “It doesn't bother me that much”: The congruence effect of product types and ad appeals on the effectiveness of sponsored ads on Instagram;Journal of Business Research;2024-12
2. The role of source attractiveness and source credibility in advertising field hockey: a minority sport;International Journal of Sports Marketing and Sponsorship;2024-08-22
3. The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions;Journal of Consumer Behaviour;2024-06-30
4. The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall;International Journal of Advertising;2024-06-02
5. The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM;International Journal of Advertising;2024-05-23
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3