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Keywords: Attention
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (4): 797–808.
Published: 30 May 2022
... and recognition rates were highest for the control group. Visual attention was also the highest in the control group. Research limitations/implications The findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness. Originality/value...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (8): 1844–1860.
Published: 27 January 2021
...Ruijuan Wu; Yan Li Purpose The objective of this study was to examine the effects of human model backgrounds (concrete backgrounds vs. solid backgrounds) on consumer responses (attention and attitude) and to determine the mechanism and boundary conditions behind such effects. Design/methodology...
