Capitalizing on brand personalities in advertising: The...

Journal of Consumer Psychology 2012 / 7 Vol. 22; Iss. 3

Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness

Park, Ji Kyung, John, Deborah Roedder
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Volume:
22
Language:
english
Journal:
Journal of Consumer Psychology
DOI:
10.1016/j.jcps.2011.05.004
Date:
July, 2012
File:
PDF, 271 KB
english, 2012
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