Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Year of publication: |
2019
|
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Authors: | Thomas, Stefan ; Gierl, Heribert |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 41.2019, 2, p. 4-20
|
Subject: | Market Communication | Affect | Norms | Eroticism | Brand Evaluation | Werbung | Advertising | Markenführung | Brand management | Markenartikel | Brand | Preismanagement | Pricing strategy | Markenimage | Brand image | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Preisniveau | Price level | Konsumentenverhalten | Consumer behaviour |
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