Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation-Reference-Cited by-同舟云学术

Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

Published:2017-06-02 Issue:5 Volume:16 Page:474-482
ISSN:1472-0817
Container-title:Journal of Consumer Behaviour
language:en
Short-container-title:J Consumer Behav

Author:

Kao Danny Tengti¹^ORCID,Zhang Lei²,Yu Annie Pei-I³,Wu Pei-Hsun⁴

Affiliation:

1. Division of Industrial and Organizational Psychology, Department of Educational Psychology and Counseling; National Tsing Hua University; Hsinchu Taiwan

2. School of Economics and Finance; Xi'an Jiaotong University; Xi'an China

3. Department of Business Administration; National Chung Cheng University; Minxiong Township, Chiayi County Taiwan

4. Department of International Business at National Taichung University of Science and Technology; Taichung Taiwan

Funder

Ministry of Science and Technology, Taiwan

Publisher

Wiley

Subject

Applied Psychology,Social Psychology

Reference62 articles.

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2. The moderating role of commitment on the spillover effect of marketing communications;Ahluwalia;Journal of Marketing Research,2001

3. The influence of metaphors and product type on brand personality perceptions and attitudes;Ang;Journal of Advertising,2006

4. Cultural diversity and team performance: The role of team member goal orientation;Anne;Academy of Management Journal,2013

5. Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising;Burgers;International Journal of Advertising,2015

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