Processing contradictory brand information from advertising and social media : an application of the multiple-motive heuristic-systematic model
Kyongseok Kim, Karen W. King and Jooyoung Kim
| Year of publication: |
December 2018
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| Authors: | Kim, Kyongseok ; King, Karen Whitehill ; Kim, Jooyoung |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 8, p. 801-822
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| Subject: | Contradictory brand information | heuristic-systematic model | motivation | advertising | social media | Social Web | Social web | Markenartikel | Brand | Werbung | Advertising | Online-Marketing | Internet marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1129356 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011976101