Having champagne without celebration? : the impact of self-regulatory focus on moderate incongruity effect
Shin-Shin Chang; Chung-Chau Chang and Ya-Lan Chien and Jung-Hua Chang
| Year of publication: |
2014
|
|---|---|
| Authors: | Chang, Shin-Shin ; Chang, Chung-Chau ; Chien, Ya-Lan ; Chang, Jung-Hua |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 11/12, p. 1939-1961
|
| Subject: | Congruity | Moderate incongruity effect | Product usage context | Self-regulatory focus | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010461828