The role of need-supportive advertisement appeals in bringing defunct brands back to life : a basic psychological needs theory perspective
Faheem Gul Gilal, Rushna Khalil and Rukhsana Gul Gilal, Naeem Gul Gilal
| Year of publication: |
2024
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|---|---|
| Authors: | Gilal, Faheem Gul ; Khalil, Rushna ; Gilal, Rukhsana Gul ; Gilal, Naeem Gul |
| Published in: |
International journal of technology, policy and management : IJTPM. - Geneve : Inderscience Enterprises, ISSN 1468-4322, ZDB-ID 2104993-2. - Vol. 24.2024, 1, p. 50-70
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| Subject: | autonomy-supportive advertisement appeals | brand passion | brand resurrection movements | BRM | competence-supportive advertisement appeals | relatedness-supportive advertisement appeals | Werbewirkung | Advertising effects | Werbung | Advertising | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJTPM.2024.135974 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015061793