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The importance of engagement in brand heritage advertising : how feeling close to a brand can increase willingness to pay more
Scarpi, Daniele - In: Journal of advertising research 61 (2021) 3, pp. 334-345
Persistent link: https://www.econbiz.de/10012656854
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Can your advertisement go abstract without affecting willingness to pay? : product-centered versus lifestyle content in luxury brand print advertisements
Massara, Francesco; Scarpi, Daniele; Porcheddu, Daniele - In: Journal of advertising research 60 (2020) 1, pp. 28-37
Persistent link: https://www.econbiz.de/10012293493