A study of the antecedents of slogan liking
Year of publication: |
2014
|
---|---|
Authors: | Dass, Mayukh ; Kohli, Chiranjeev ; Kumar, Piyush ; Thomas, Sunil |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 12, p. 2504-2511
|
Subject: | Slogan | Brand | Advertising | Likeability | Affect | Bilinear model | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Konsumentenverhalten | Consumer behaviour | Markenartikel |
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