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Visual complexity, brand gender, and ad effectiveness
16 references·0 citing·54 second hop
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References

  • 2003Understanding and using the Implicit Association Test: I. An improved scoring algorithm.5,815 cited
  • 1997Dimensions of Brand Personality4,046 cited
  • 2004The Effect of Conceptual and Perceptual Fluency on Brand Evaluation909 cited
  • 2010The Stopping Power of Advertising: Measures and Effects of Visual Complexity780 cited
  • 2016Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption751 cited
  • 2012More than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates739 cited
  • 2008Holistic Package Design and Consumer Brand Impressions705 cited
  • 2009Gender Dimensions of Brand Personality590 cited
  • 2007Individual Differences in Analytic Versus Holistic Thinking552 cited
  • 2006Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking399 cited
  • 2017Measuring Processing Fluency: One versus Five Items326 cited
  • 2018Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness266 cited
  • 2015The effect of brand design on brand gender perceptions and brand preference249 cited
  • 2006The Influence of Home Page Complexity on Consumer Attention, Attitudes, and Purchase Intent245 cited

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2018
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love
225 cited
  • 2014Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design220 cited
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