Affect‐based nonconscious signaling : When do consumers prefer negative branding?
| Year of publication: |
2020
|
|---|---|
| Authors: | King, Dan ; Auschaitrakul, Sumitra |
| Published in: |
Psychology & Marketing. - Wiley, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 38.2020, 2 (29.05.), p. 338-358
|
| Publisher: |
Wiley |
| Type of publication: | Article |
|---|---|
| Language: | English |
| Other identifiers: | 10.1002/mar.21371 [DOI] |
| Source: | Other ZBW resources |
Persistent link: https://www.econbiz.de/10012273776