Why are communal advertisements more effective than agentic ones? : the role of the self-congruity effect
Konrad Hryniewicz
| Year of publication: |
2022
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|---|---|
| Authors: | Hryniewicz, Konrad |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 16.2022, 1/2, p. 38-61
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| Subject: | advertising effectiveness | agency | communion | meta-analysis | self-congruity | Werbewirkung | Advertising effects | Meta-Analyse | Meta-analysis | Werbung | Advertising | Prinzipal-Agent-Theorie | Agency theory | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2022.120965 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013041199