A double-edged sword : the effect of brand self-regulatory messages on brand attitude in the U.S.
Jihye Park, H. Rao Unnava
| Year of publication: |
2024
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|---|---|
| Authors: | Park, Jihye ; Unnava, Hanumantha Rao |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 31.2024, 5, p. 482-501
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| Subject: | Brand self-regulation | Cause involvement | Pre-existing brand attitude | Product attitude | Self-regulatory advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | USA | United States | Markenartikel | Brand | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-024-00351-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192434