TV Advertisements : assessing the moderating effect of children's pester power on parents purchase decision
Year of publication: |
2022
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Authors: | Lavuri, Rambabu ; Aileni, Vidyadhar Reddy |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 5, p. 625-649
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Subject: | advertisement likability | celebrity endorsement | content credibility | entertainment | Pestering power | quality information | Kinder | Children | Werbewirkung | Advertising effects | Werbung | Advertising | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour |
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