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Keywords: Processing
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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
...Bruce A. Huhmann; Pia A. Albinsson Purpose Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric...
