Dynamic luxury advertising : using lifestyle versus functional advertisements in different purchase stages
Year of publication: |
2023
|
---|---|
Authors: | Ma, Jingjing ; Mo, Zichuan ; Zhao, Yuanjie |
Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 52.2023, 1, p. 39-56
|
Subject: | Werbung | Advertising | Luxusgüter | Luxury goods | Markenführung | Brand management |
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