Do Sexy Mouthwash Ads Leave a Bad Aftertaste? The Interaction of Sexual Self Schema and Brand Positioning Fit on Female-Targeted Sexual Advertising Efficacy
Year of publication: |
2015
|
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Authors: | Mayer, James ; Peev, Plamen |
Publisher: |
[S.l.] : SSRN |
Subject: | Sexualität | Sexuality | Markenführung | Brand management | Werbewirkung | Advertising effects | Werbung | Advertising | Markenimage | Brand image | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
Extent: | 1 Online-Ressource (22 p) |
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Series: | Kelley School of Business Research Paper ; No. 15-34 |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments February 13, 2015 erstellt |
Other identifiers: | 10.2139/ssrn.2564581 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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