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Keywords: Single meaning and polysemous brand slogans
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Journal Articles
A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (7): 983–1001.
Published: 22 November 2023
... Emerald Publishing Limited Licensed re-use rights only Uncertainty avoidance Objective and subjective comprehension Single meaning and polysemous brand slogans In today’s globalized marketplace, effective advertising is a critical tool for businesses to engage and resonate with diverse...
