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Keywords: Product advertising
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (6): 1242–1254.
Published: 13 November 2019
... rights only Purchase intention Self-Image Product advertising Self-deprecation advertisement Consumers generate their own inferences about a product from metaphorical advertising messages (McQuarrie and Phillips, 2005). As such, self-enhancing advertising has a positive influence...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (2): 322–342.
Published: 02 October 2019
.... The purpose of this paper is to demonstrate differences and similarities between corporate and product advertising by examining consumer ad involvement (AI) levels (a motivational state activated by the personal relevance of stimuli) and its antecedents and consequences for these ad types across two markets...
