Information congruity in scarcity appeal : a structural equation modeling study of time-limited promotions
Year of publication: |
April 2016
|
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Authors: | Shen, Feng |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 22.2016, 2, p. 135-154
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Subject: | advertising | market scarcity | time restriction | information congruity | structural equation modeling | Strukturgleichungsmodell | Structural equation model | Werbung | Advertising | Werbewirkung | Advertising effects | Theorie | Theory | Marktforschung | Market research |
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