What is not beautiful should match : how attractiveness similarity affects consumer responses to advertising
Magdalena Bekk, Matthias Spörrle, Franziska Völckner, Erika Spieß, Ralph Woschée
| Year of publication: |
December 2017
|
|---|---|
| Authors: | Bekk, Magdalena ; Spörrle, Matthias ; Völckner, Franziska ; Spieß, Erika ; Woschée, Ralph |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 28.2017, 4, p. 509-522
|
| Subject: | Advertising | Endorsement | Congruence | Attractiveness | Attractiveness similarity | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-017-9428-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011780833