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Journal Articles Journal of retailing and consumer services Year : 2021

Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response

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hal-03248179 , version 1 (13-06-2023)

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Othman Boujena, Isabelle Ulrich, Yolande Piris, Laëtitia Chicheportiche. Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response. Journal of retailing and consumer services, 2021, 62, pp.102605. ⟨10.1016/j.jretconser.2021.102605⟩. ⟨hal-03248179⟩
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