Differences in the determinants of purchase intention through advertisements and advertising recognition among product types
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DOI: 10.1007/s41237-020-00121-9
Abstract: The differences in effective advertising creative (intended to communicate a company’s message to consumers) among product types have been poorly understood, despite the importance for advertising success. Using survey data on consumer responses to 2525… read more here.
Keywords: determinants purchase; among product; advertising recognition; product ... See more keywords