Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response - Archive ouverte HAL Access content directly
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

Othman Boujena
  • Function : Author
Isabelle Ulrich
Yolande Piris
Laëtitia Chicheportiche
  • Function : Author
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hal-03365420 , version 1 (05-10-2021)

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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-03365420⟩
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