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Keywords: Persuasiveness
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Journal Articles
Journal of Product & Brand Management (2014) 23 (4-5): 282–294.
Published: 18 August 2014
..., persuasiveness and purchase intention functioned as dependent variables. Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand...
