The vividness effect on indirect comparative advertising response

Lookup NU author(s): Dr Dan Petrovici ORCiD

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Author(s): Petrovici DA, Golden L, Laroche M, Liu Q

Editor(s): Gunina, D; Waiguny, MKJ

Publication type: Book Chapter

Publication status: Published

Book Title: Advances in Advertising Research XIII: Frontiers of Advertising: Re-considering Its Shapes and Forms

Year: 2025

Pages: 115-125

Online publication date: 11/03/2025

Acceptance date: 02/04/2018

Series Title: European Advertising Academy (EAA)

Publisher: Springer

Place Published: Cham

URL: https://doi.org/10.1007/978-3-658-43936-1_8

DOI: 10.1007/978-3-658-43936-1_8

Library holdings: Search Newcastle University Library for this item

ISBN: 9783658439361

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