Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China
Hao Zhang, Eunju Ko and Charles R. Taylor
| Year of publication: |
2011
|
|---|---|
| Authors: | Zhang, Hao ; Ko, Eunju ; Taylor, Charles Raymond |
| Published in: |
International marketing : emerging markets ; 21. - London [u.a.] : Emarald, ISBN 978-0-85724-447-5. - 2011, p. 111-136
|
| Subject: | Innovation | Wirkungsanalyse | Impact assessment | Werbewirkung | Advertising effects | Kundenwert | Customer value | China |
| 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/10008937375