Do ad metaphors enhance or dilute the consumers' brand...

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Journal of Consumer Behaviour 2017 / 06

Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

Kao, Danny Tengti, Zhang, Lei, Yu, Annie Pei-I, Wu, Pei-Hsun
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Language:
english
Journal:
Journal of Consumer Behaviour
DOI:
10.1002/cb.1657
Date:
June, 2017
File:
PDF, 429 KB
english, 2017
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