Do stereotypes ignite polysemy and strengthen consumer-based brand equity?
Anshu Saxena Arora, Jun Wu, and Ulysses J. Brown III. (Savannah State University, Savannah, Georgia, USA)
| Year of publication: |
July-December 2015
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| Authors: | Arora, Anshu ; Wu, Jun ; Brown, Ulysses J., III. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 21.2015, 5, p. 531-547
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| Subject: | African-American stereotypes | consumer-basedbrand equity | polysemy | stereotypical advertising polysemy | Markenimage | Brand image | Werbewirkung | Advertising effects | Stereotyp | Stereotype | Werbung | Advertising | Schwarze Menschen | Black people | Konsumentenverhalten | Consumer behaviour | Geschlecht | Gender |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2015.1055037 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011433540