Multicultural advertising : impact of consumers' need to belong and brand use on self-brand connection and communal-brand connection
Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga
| Year of publication: |
2023
|
|---|---|
| Authors: | Fazli-Salehi, Reza ; Torres, Ivonne M. ; Madadi, Rozbeh ; Zúñiga, Miguel Ángel |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 30.2024, 1, p. 74-101
|
| Subject: | Need to belong | self-brand connection | communal- brand connection | multicultural advertising | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenartikel | Brand | Marketingmanagement | Marketing management | Interkulturelle Beziehungen | Cross-cultural relations | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2022.2099953 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529284