Self-endorsing versus other-endorsing in virtual environments : the effect on brand attitude and purchase intention
Year of publication: |
2011
|
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Authors: | Ahn, Sun Joo ; Bailenson, Jeremy N. |
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. 40.2011, 2, p. 93-106
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Subject: | Virtuelle Realität | Virtual reality | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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