Sincere or exciting? : brand personality and argument quality on brand attitude
Jinfeng (Jenny) Jiao, Irwin P. Levin, Gary J. Gaeth, Subimal Chatterjee
| Year of publication: |
2022
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|---|---|
| Authors: | Jiao, Jinfeng (Jenny) ; Levin, Irwin P. ; Gaeth, Gary J. ; Chatterjee, Subimal |
| Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 21.2022, 6, p. 1268-1279
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| Subject: | Werbeplanung | Advertising planning | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/cb.2078 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013461099