The mediating effects of message agreement on millennials' response to advocacy advertising
Olivia Stacie-Ann C. Bravo and Jaejin Lee
| Year of publication: |
2020
|
|---|---|
| Authors: | Bravo, Olivia Stacie-Ann C. ; Lee, Jaejin |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 8, p. 856-873
|
| Subject: | Advocacy advertising | brand attitude | issue involvement | issue support behavior | message agreement | purchase intention | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2019.1596969 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012314023