Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications
Puzakova, Marina, Kwak, Hyokjin, Ramanathan, Suresh, Rocereto, Joseph F.Language:
english
Journal:
Journal of Advertising
DOI:
10.1080/00913367.2016.1172384
Date:
April, 2016
File:
PDF, 338 KB
english, 2016