Capitalizing on brand personalities in advertising : the influence of implicit self-theories on ad appeal effectiveness
Year of publication: |
2012
|
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Authors: | Park, Ji Kyung ; John, Deborah Roedder |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 22.2012, 3, p. 424-432
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Subject: | Markenführung | Brand management | Werbepsychologie | Psychology of advertising | Werbewirkung | Advertising effects | Zielgruppe | Target group |
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