It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services
- 1 February 2020
- journal article
- research article
- Published by Elsevier BV in Journal of Business Research
- Vol. 107, 38-49
- https://doi.org/10.1016/j.jbusres.2019.09.024
Abstract
No abstract availableKeywords
This publication has 75 references indexed in Scilit:
- Narrative ads: The effect of argument strength and story formatJournal of Business Research, 2013
- Missing Ingredients in Metaphor Advertising: The Right Formula of Metaphor Type, Product Type, and Need for CognitionJournal of Advertising, 2013
- The Structural Effects of Metaphor-Elicited Cognitive and Affective Elaboration Levels on Attitude Toward the AdJournal of Advertising, 2012
- Articulating a New Framework for Visual Metaphors in AdvertisingJournal of Advertising, 2011
- Impact of Advertising Metaphor on Consumer Belief: Delineating the Contribution of Comparison Versus Deviation FactorsJournal of Advertising, 2009
- "Being Hooked" By Editorial Content: The Implications for Processing Narrative AdvertisingJournal of Advertising, 2009
- Self‐Referencing and Persuasion: Narrative Transportation versus Analytical ElaborationJournal of Consumer Research, 2007
- The Influence of Metaphors and Product Type on Brand Personality Perceptions and AttitudesJournal of Advertising, 2006
- Visual Rhetoric in Advertising: Text‐Interpretive, Experimental, and Reader‐Response AnalysesJournal of Consumer Research, 1999
- Tangible versus intangible copy in industrial print advertisingIndustrial Marketing Management, 1994