Competing cues in brand alliance advertisements
Year of publication: |
2022
|
---|---|
Authors: | Voss, Kevin E. ; Li, Ying Ying ; Song, Young Ok Sunny |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 149.2022, p. 476-493
|
Subject: | Brand alliances | Celebrity endorser | Cue competition | Learning theory | Sex appeals | Strategische Allianz | Strategic alliance | Werbewirkung | Advertising effects | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Markenartikel | Brand | Wettbewerb | Competition |
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