Right metaphor, right place: choosing a visual metaphor...

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International Journal of Advertising 2016 / 10

Right metaphor, right place: choosing a visual metaphor based on product type and consumer differences

Chang, Chun-Tuan, Wu, Yuan-Ciao, Lee, Yu-Kang, Chu, Xing-Yu
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Language:
english
Journal:
International Journal of Advertising
DOI:
10.1080/02650487.2016.1240468
Date:
October, 2016
File:
PDF, 687 KB
english, 2016
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