Moderating role of consumer self-concept on the effectiveness of two nostalgia appeals
Guangzhi Zhao; Weiwei Li; Lefa Teng; Taihong Lu
| Year of publication: |
2014
|
|---|---|
| Authors: | Zhao, Guangzhi ; Li, Weiwei ; Teng, Lefa ; Lu, Taihong |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 1, p. 1-19
|
| Subject: | nostalgia | nostalgia marketing | self\-concept | branding | Chinese consumers | Konsumentenverhalten | Consumer behaviour | China | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| 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/10010343560