Work

Visual complexity, brand gender, and ad effectiveness

Year: 2024

Type: article

Source: International Journal of Research in Marketing

DOI: 10.1016/j.ijresmar.2024.09.004

Authors: Siyun Chen, Veronika Ponomarenko, Linxiang Lv, David Ahlstrom

Institutions: Jinan University, University of North Carolina at Greensboro, Northeastern University, Hong Kong Metropolitan University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funders: Guangzhou Office of Philosophy and Social Science, National Natural Science Foundation of China, China Postdoctoral Science Foundation

Awards: G2544498827, G3508818310, G425178979

OpenAlex ID: W4402707697

FWCI: 6.465

Cites: 77

Cited by: 14

Related to: 10