The Conceptualization and Development of Advertisement-Evoked Imagination Scale
This research aims to understand consumers’ imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagin...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2015-07-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol17/iss2/2/ |