Branding alters attitude functions and reduces the advantage of function-matching persuasive appeals
Robyn A. LeBoeuf and Joseph P. Simmons
| Year of publication: |
2010
|
|---|---|
| Authors: | LeBoeuf, Robyn A. ; Simmons, Joseph P. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 47.2010, 2, p. 348-360
|
| Subject: | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Extent: | Ill., graph. Darst. |
|---|---|
| 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/10003965483