Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands
Year of publication: |
2016
|
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Authors: | Karremans, Johan C. ; Kacha, Mathieu ; Herrmann, Jean-Luc ; Vermeulen, Christophe ; Corneille, Olivier |
Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 33.2016, 5, p. 354-363
|
Subject: | Advertising | Brand evaluation | Goals | Over-satiation | Markenführung | Brand management | Werbung | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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