The mind of the beholder : congruence effects in luxury product placements
Year of publication: |
2023
|
---|---|
Authors: | Rossi, Patricia ; Pantoja, Felipe ; Yoon, Sukki ; Kim, Kacy K. |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 3, p. 562-588
|
Subject: | luxury | persuasion | product placement | purchase intention | Word | Product Placement | Product placement | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image |
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