Work with me or work for me : the effect of brand roles depends on implicit theories of self-change
Dipankar Rai, Chien-Wei (Wilson) Lin, Chun-Ming Yang, Julian K. Saint Clair
| Year of publication: |
2024
|
|---|---|
| Authors: | Rai, Dipankar ; Lin, Chien-Wei ; Yang, Chun-Ming ; Saint Clair, Julian K. |
| Published in: |
Journal of consumer psychology : JCP ; the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1532-7663, ZDB-ID 2021876-X. - Vol. 34.2024, 4, p. 551-569
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| Subject: | advertising | branding | preference and choice | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Markenführung | Brand management | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/jcpy.1374 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015144248