Effects of Advertising Likeability: A 10-Year Perspective
Edith G Smit, Peter C Neijens and Lex van Meurs
In the early 1990s various studies showed the importance of advertising likeability for advertising effectiveness.
Effects of Advertising Likeability: A 10-Year Perspective
Edith G. SmitUniversity of AmsterdamLex Van MeursIntomart GfKPeter C. NeijensUniversity of AmsterdamINTRODUCTION
Likeability has always been important for advertisers, but in 1990 the Advertising...