Assertive or non-assertive? : how self-concept clarity influences customers' responses to advertising messages
Luqi Wang, Ye Chen, Yuanyi Xu, Zhibin Lin
| Year of publication: |
2024
|
|---|---|
| Authors: | Wang, Luqi ; Chen, Ye ; Xu, Yuanyi ; Lin, Zhibin |
| Subject: | Advertising effectiveness | Assertive advert | Assertive advertising | Brand perception | Self-concept clarity | Self-verification | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand | Wahrnehmung | Perception | Kulturelle Identität | Cultural identity |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijhm.2024.103942 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015339603