The effects of brand involvement and messaging strategy on user responses
Su Yeon Cho
| Year of publication: |
2022
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| Authors: | Cho, Su Yeon |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 1, p. 42-59
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| Subject: | Brand involvement | messaging strategy | social media | user engagement | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenimage | Brand image | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2021.1955078 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012801955