Gift cards and gifted cash : the impact of fit between gift type and message construal
Year of publication: |
2014
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Authors: | Yao, Qing ; Rong, Chen |
Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 90.2014, 4, p. 481-492
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Subject: | Gift card | Gifted cash | Construal level | Advertisement message | Product evaluation | Engagement | Geschenk | Gifts | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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