Can your advertisement go abstract without affecting willingness to pay? : product-centered versus lifestyle content in luxury brand print advertisements
Year of publication: |
2020
|
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Authors: | Massara, Francesco ; Scarpi, Daniele ; Porcheddu, Daniele |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 60.2020, 1, p. 28-37
|
Subject: | Printwerbung | Print advertising | Markenartikel | Brand | Luxusgüter | Luxury goods |
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