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-NaLanguage:
english
Journal:
Journal of Marketing Communications
DOI:
10.1080/13527266.2016.1235601
Date:
September, 2016
File:
PDF, 1.16 MB
english, 2016