The influence of self-concept on ad effectiveness:...

The influence of self-concept on ad effectiveness: Interaction between self-concept and construal levels on effectiveness of advertising

Kim, Dong Hoo, Yoo, Jinyoung Jinnie, Lee, Wei-Na
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Language:
english
Journal:
Journal of Marketing Communications
DOI:
10.1080/13527266.2016.1235601
Date:
September, 2016
File:
PDF, 1.16 MB
english, 2016
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