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    • 2017 Theses (MU)
    • 2017 MU theses - Freely available online
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    If you are feeling confident enough, do not hesitate to reveal who you really are : extension of Baker, Honea, and Russell (2004)

    Lee, Kyungku
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    [PDF] research.pdf (32.20Mb)
    [PDF] public.pdf (1.721Kb)
    Date
    2017
    Format
    Thesis
    Metadata
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    Abstract
    Due to the competitive advertising environment, marketers have been employing different executional factors including humor and narrative feature within the advertising. Based on the Network of Model of Memory, Baker, Honea, and Russell (2004) examined whether the brand name placement influences on the way people perceive the advertising and brand information retention. As an extension of Baker et al.'s study, this study examines the role of narrative features within the advertising, prior attitude, and brand name placement. But the present findings are not consistent with Baker et al.'s study that early presentation of the brand name does not elicit better attitude toward the advertising, brand. Findings also show that there is no significant effect on memory retention. Keywords: Brand name placement, prior attitude, narrative advertising, network model of memory
    URI
    https://hdl.handle.net/10355/63377
    https://doi.org/10.32469/10355/63377
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • Journalism electronic theses and dissertations (MU)
    • 2017 MU theses - Freely available online

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