How to use a spokesperson's smile effectively : smile intensity, consumer self-construal, and brand relationship determine and effectiveness
Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, Hui-Wen Chang
| Year of publication: |
2021
|
|---|---|
| Authors: | Chang, Chun-Tuan ; Lee, Hsiao-Ching ; Lee, Yu-Kang ; Chang, Hui-Wen |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 61.2021, 4, p. 436-455
|
| Subject: | Marketing | Emotionale Werbung | Emotional branding | Verbrauchereinstellung | Consumer attitudes |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2021-015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012813778