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Filtering by: Creator Wagner, Sheldon L. Degree Name Master of Arts (M.A.) Subject Advertising -- Fashion

Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on sportswear brand attitude and recall

Creator:

Lee, Jennifer J.

Abstract:

The purpose of the present study was to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low awareness) on brand name recall and change in brand attitude. The study extends previous research by focusing on the sportswear market and including personal involvement towards...

Resource Type:

Masters Thesis

Full Text:

for sports activities but also for daily life (Ko, Taylor, Sung, Lee, Wagner, Navarro & Wang, 2012