Transcendent brand activism advertising : explicating the roles of color and message framing in advertising effectiveness
Xuan Zhou, Chen Lou, and Xun (Irene) Huang
| Year of publication: |
2024
|
|---|---|
| Authors: | Zhou, Xuan ; Lou, Chen ; Huang, Xun Irene |
| Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 53.2024, 2, p. 183-199
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| Subject: | Werbung | Advertising | Markenführung | Brand management | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00913367.2023.2217866 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014575219