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Keywords: Likeability
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (11-12): 1476–1500.
Published: 09 November 2012
... likeability (Lad) or attitude toward the advertisement (Aad), with rhetorical versus nonfigurative works (see Table I). With liking held constant between nonfigurative and rhetorical works, the increased processing, brand awareness, and persuasion associated with advertising rhetoric in earlier...
