The effect of verbal brand personification on consumer evaluation in advertising : internal and external personification
Kyounghee Chu, Do-Hee Lee, Ji Yoon Kim
| Year of publication: |
2019
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|---|---|
| Authors: | Chu, Kyounghee ; Lee, Do-Hee ; Kim, Ji Yoon |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 99.2019, p. 472-480
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| Subject: | Brand personification | Internal/external personification | Brand knowledge | Need-for-cognition | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2017.11.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012023689