The Role of Ad Likability in Predicting an Ad's Campaign Performance

Bergkvist, Lars; Rossiter, John R

doi:10.2753/JOA0091-3367370207

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The Role of Ad Likability in Predicting an Ad's Campaign Performance

Author(s): Lars Bergkvist , John R. Rossiter

Publication date Created: July 2008

Publication date (Print): July 2008

Journal: Journal of Advertising

Publisher: M. E. Sharpe Inc.

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Title: Journal of Advertising

Abbreviated Title: Journal of Advertising

Publisher: M. E. Sharpe Inc.

ISSN (Print): 0091-3367

ISSN (Electronic): 1557-7805

Publication date Created: July 2008

Publication date (Print): July 2008

Volume: 37

Issue: 2

Pages: 85-98

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DOI: 10.2753/JOA0091-3367370207

SO-VID: b5a2a628-5183-44eb-981b-57493baa910a

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The Role of Ad Likability in Predicting an Ad's Campaign Performance

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