The moderating effect of self-esteem on consumer responses to global positioning in advertising
Sunkyu Jun, Yoojeong Jeong, James W. Gentry and Yong J. Hyun
| Year of publication: |
2017
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|---|---|
| Authors: | Jun, Sunkyu ; Jeong, Yoojeong ; Gentry, James W. ; Hyun, Yong J. |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 2, p. 272-292
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| Subject: | global positioning | advertising | ideal self | cosmopolitan orientation | self-esteem | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology | Globalisierung | Globalization | Internationales Marketing | International marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1094859 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011689808