Can advertising creativity affect product perceptions and retailer evaluations?
Year of publication: |
2014
|
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Authors: | Modig, Erik ; Rosengren, Sara |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 6, p. 452-461
|
Subject: | Advertising | Creativity | Value | Retailing | Purchase intentions | Effort | Product quality | Retailer brand attitude | Konsumentenverhalten | Consumer behaviour | Kreativität | Einzelhandel | Retail trade | Werbung | Produktqualität | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenartikel | Brand |
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