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ArticleVisual complexity, brand gender, and ad effectiveness

Siyun Chen2024

Article2024

Visual complexity, brand gender, and ad effectiveness

Siyun Chen · Veronika Ponomarenko · Linxiang Lv · David Ahlström

14 citations·0/0 files stored·International Journal of Research in Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Media, Gender, and Advertising

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References

2003Understanding and using the Implicit Association Test: I. An improved scoring algorithm.1997Dimensions of Brand Personality 2004The Effect of Conceptual and Perceptual Fluency on Brand Evaluation 2010The Stopping Power of Advertising: Measures and Effects of Visual Complexity 2016Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption 2012More than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates 2008Holistic Package Design and Consumer Brand Impressions 2009Gender Dimensions of Brand Personality

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Details

Year2024

Typearticle

Published2024-09-21

VenueInternational Journal of Research in Marketing

ISSN-L0167-8116

Languageen

Citations14

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.ijresmar.2024.09.004

openalex_workW4402707697

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