The differential impact of consumer's thinking styles on brand placement : a cross-cultural study
Year of publication: |
2020
|
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Authors: | Hur, Chung ; Hwang, Jiyoung ; Yeo, Chankoo |
Published in: |
The journal of asset management. - Basingstoke : Palgrave Macmillan, ISSN 1470-8272, ZDB-ID 2209717-X. - Vol. 27.2020, 3, p. 300-311
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Subject: | PPL | Brand placement | Thinking styles | Brand awareness | Cross-cultural study | Product Placement | Product placement | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Markenimage | Brand image |
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