Can advertising creativity affect product perceptions and retailer evaluations?
Erik Modig and Sara Rosengren
| Year of publication: |
2014
|
|---|---|
| Authors: | Modig, Erik ; Rosengren, Sara |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 6, p. 452-461
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| Subject: | Advertising | Creativity | Value | Retailing | Purchase intentions | Effort | Product quality | Retailer brand attitude | Kreativität | Werbung | Konsumentenverhalten | Consumer behaviour | Einzelhandel | Retail trade | Produktqualität | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenartikel | Brand | Wahrnehmung | Perception |
| 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://ebvufind01.dmz1.zbw.eu/10010429344