Conceptual Coherence of Print Advertisements: Effects of Brand Knowledge, Cognitive Resources and Emotion
Magdalena Gąsiorowska , Alicja Grochowska
AbstractThe research examines conceptual coherence of print advertisements considering brand knowledge, cognitive resources and emotions. The theoretical background are theories of conceptual coherence. Results show the significance of knowledge of the brand (referring to private theories) and cognitive resources (integrative processes) in perceived coherence of advertisements. Relationships between ads’ coherence and emotions are explained.
|Publication size in sheets||0.5|
|Book||Veer Ekant, Ballantine Paul W., Ozanne Lucie K. (eds.): Asia-Pacific Advances in Consumer Research, vol. Asia-Pacific Advances in Consumer Research, no. 10 , 2013, Association for Consumer Research, ISBN 978-0-91555271-9, 463 p.|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=17451|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=17451|
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