Second person pronouns enhance consumer involvement and brand attitude
Year of publication: |
August 2017
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Authors: | Cruz, Ryan E. ; Leonhardt, James M. ; Pezzuti, Todd |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 39.2017, p. 104-116
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Subject: | Second person pronoun | Self-referencing | Consumer involvement | Brand attitude | Collectivism | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing |
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