Anthropomorphizing religious advertising : the moderating role of political ideology
Year of publication: |
2022
|
---|---|
Authors: | Van Esch, Patrick ; Cui, Yuanyuan ; Arli, Denni ; Hutchins, Jennifer |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 12, p. 2284-2301
|
Subject: | advertisements | advertising | anthropomorphism | brand | compassion | political ideology | religious | servant-partner | Werbung | Advertising | Religion | Ideologie | Ideology | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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