Painting your point : the role of color in firms' strategic responses to product failures via advertising and marketing communications
Year of publication: |
October-December 2016
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Authors: | Puzakova, Marina ; Kwak, Hyokjin ; Ramanathan, Suresh ; Rocereto, Joseph F. |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 45.2016, 4, p. 365-376
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Subject: | Produktqualität | Product quality | Marketingmanagement | Marketing management | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Experiment |
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