Shifting Advertising Strategies and Designs
Michaël Perez
Broschiertes Buch

Shifting Advertising Strategies and Designs

Consequences for Brand Perception

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The purpose of this research is to determine to what extent the impact of the shift from provocative to more traditional advertising strategies on some affective and conative variables - attitude toward the ad (Aad), attitude toward the brand (Abr), and purchase intentions (PI) - is influenced solely by the effect of the change in the picture/content of the advertisements or also by the effect of the consumers' perceptions of the product brands. The findings demonstrate that the impact of the shift from provocative to more traditional advertising strategies on the Aad and Abr is not influenced...