Anthropomorphism in advertising : the effect of anthropomorphic product demonstration on consumer purchase intention
Dwinita Laksmidewi, Harry Susianto, and Adi Zakaria Afiff
| Year of publication: |
2017
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|---|---|
| Authors: | Dwinita Laksmidewi ; Susianto, Harry ; Afiff, Adi Zakaria |
| Published in: |
Asian Academy of Management journal : AAMJ. - Pinang : Penerbit Universiti Sains Malaysia, ISSN 1394-2603, ZDB-ID 2561103-3. - Vol. 22.2017, 1, p. 1-25
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| Subject: | product demonstration | anthropomorphism | advertising | perceived product efficacy | purchase intention | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Markenimage | Brand image | Kaufentscheidung | Purchase decision |
| 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/10011797851