How mortality salience hurts brands with different personalities
Polina Landgraf, Antonios Stamatogiannakis, Haiyang Yang
| Year of publication: |
2024
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|---|---|
| Authors: | Landgraf, Polina ; Stamatogiannakis, Antonios ; Yang, Haiyang |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 2014002-2. - Vol. 41.2024, 2, p. 308-324
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| Subject: | Brand equity | Brand evaluation | Brand personality | Death awareness | Mortality salience | Markenimage | Brand image | Sterblichkeit | Mortality | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2023.11.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015057458