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Journal Articles
Viewer perceptions of television commercials: a conceptual replication
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (7): 612–623.
Published: 13 November 2017
.../1980s to examine the factor structure of today’s audiences’ perceptions of prime-time television commercials; examines the relationship between each dimension of ad perception and three advertising effectiveness measures (attitude toward the ad, product attitude change, and product recommendation...
