Do ad metaphors enhance or dilute the consumers' brand preferences? : exploring the moderating role of goal orientation
Year of publication: |
September-October 2017
|
---|---|
Authors: | Kao, Danny Tengti ; Zhang, Lei ; Yu, Annie Pei-I ; Wu, Pei-Hsun |
Published in: |
Journal of consumer behaviour : an international research review. - Chichester : Wiley, ISSN 1472-0817, ZDB-ID 2194377-1. - Vol. 16.2017, 5, p. 474-482
|
Subject: | Markenimage | Brand image | Kundenbindung | Customer retention | Persönlichkeitsmerkmal | Personality trait | Konsumentenpräferenzen | Consumer preferences |
-
Essays on the effects of personality and fit on consumer behavior
Bekk, Magdalena, (2015)
-
Doing it the hard way : how low control drives preferences for high-effort products and services
Cutright, Keisha M., (2014)
-
Competence enhancement and anticipated emotion as motivational drivers of brand attachment
Proksch, Michael, (2015)
- More ...
-
Goal orientation and variety seeking behavior: The role of decision task
Wu, Pei-Hsun, (2011)
-
Kao, Danny Tengti, (2019)
-
Goal orientation and variety seeking behavior : the role of decision task
Wu, Pei-hsun, (2011)
- More ...