When do consumers believe puffery claims? : the moderating role of brand familiarity and repetition
Sang Yeal Lee
| Year of publication: |
2014
|
|---|---|
| Authors: | Lee, Sang Yeal |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 2, p. 219-239
|
| Subject: | puffery | puff | advertising regulation | repetition | brand familiarity | Werbewirkung | Advertising effects | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Werbung | Advertising | Werbebeschränkung | Advertising regulation |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010373823