Investigating gender-schema congruity effects on consumers' evaluation of anthropomorphized products
Year of publication: |
2014
|
---|---|
Authors: | Hende, Ellis van den ; Mugge, Ruth |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 31.2014, 4, p. 264-277
|
Subject: | Anthropologie | Anthropology | Markenimage | Brand image | Geschlecht | Gender | Markenführung | Brand management | Werbewirkung | Advertising effects |
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