VALIDITY AND RELIABILITY OF A METHODOLOGICAL INSTRUMENT FOR MEASURING VERBAL-VISUAL COGNITIVE STYLES IN ADVERTISING
This study has the following objective: to validate, adapt and modify a scale from Kirby, Moore and Schofield – VVQ, based on Richardson’s scale, to be applied in measurements of advertising influence. The statistical methods applied in the study were factor analysis using principal component ana...
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Trakia University
2024-06-01
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| coleção: | Trakia Journal of Sciences |
| Assuntos: | |
| Acesso em linha: | http://tru.uni-sz.bg/tsj/Volume%2022,%202024,%20Number%202,%20Series%20Social%20Sciences/9-L.Spasova.pdf |
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