Advertising effectiveness and the match-up hypothesis : examining spokesperson sex, attractiveness type, and product image
Nai-Hwa Lien; Hsuan-Yi Chou; Chia-Hsin Chang
| Year of publication: |
2012
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|---|---|
| Authors: | Lien, Nai-hwa ; Chou, Hsuan-yi ; Chang, Chia-hsin |
| Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 33.2012, 2, p. 282-300
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| Subject: | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009671470