Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals
Eun Soo Rhee and Wan Seop Jung
| Year of publication: |
2019
|
|---|---|
| Authors: | Rhee, Eun Soo ; Jung, Wan Seop |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 25.2019, 6, p. 571-585
|
| Subject: | advertising appeal | advertising attitude | brand attitude | Brand familiarity | experiment | quantitative | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2018.1461124 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203339