haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Hong, J. W. Zinkhan, G. M. |
| Otsikko: | Self-concept and advertising effectiveness: The influence of congruency, conspicuousness and response mode |
| Lehti: | Psychology & Marketing
1995 : JAN, VOL. 12:1, p. 53-77 |
| Asiasana: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH PSYCHOLOGY |
| Kieli: | eng |
| Tiivistelmä: | It was hyphothesized in this study that advertising appeals congruent with viewers' self-concept would be superior to incongruent appeals in terms of enchanging advertising effectiveness. The study results indicate that brand memory is not mediated by the extent to which advertising expressions are congruent with viewers' self-concept. Brand preference and purchase intention were shown to be influenced by the self-congruency of an ad. |
SCIMA