Does advertising strategy matter in influencing mutual fund purchase?
Dipanjan Kumar Dey; Yogesh Kumar Chauhan; Rajdeep Chakraborti
| Year of publication: |
2015
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|---|---|
| Authors: | Dey, Dipanjan Kumar ; Chauhan, Yogesh Kumar ; Chakraborti, Rajdeep |
| Published in: |
Journal of financial services marketing : JFSM. - Basingstoke, Hampshire : Palgrave Macmillan, ISSN 1363-0539, ZDB-ID 1443521-4. - Vol. 20.2015, 1, p. 23-33
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| Subject: | mutual funds | advertising strategy | informational advertisement | transformational advertising | financial literacy | gender | Investmentfonds | Investment Fund | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Geschlecht | Gender | Werbewirkung | Advertising effects | Finanzwissen | Financial literacy |
| 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/10011298755