Do stereotypes ignite polysemy and strengthen consumer-based brand equity?
Year of publication: |
July-December 2015
|
---|---|
Authors: | Arora, Anshu ; Wu, Jun ; Brown, Ulysses J., III. |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 21.2015, 5, p. 531-547
|
Subject: | African-American stereotypes | consumer-basedbrand equity | polysemy | stereotypical advertising polysemy | Markenwert | Brand equity | Markenführung | Brand management | Stereotyp | Stereotype | Werbung | Advertising |
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