Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective
Taylor Jing Wen
| Year of publication: |
2021
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|---|---|
| Authors: | Wen, Taylor Jing |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 27.2021, 6, p. 651-669
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| Subject: | brand involvement | experiential message | functional message | message appeal | Mood | Werbewirkung | Advertising effects | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Emotion | Markenimage | Brand image | Werbepsychologie | Psychology of advertising | Experiment | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2020.1755884 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012624675