Do sexy mouthwash ads leave a bad aftertaste? The...

Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy

James Mark Mayer,Plamen Peev
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Volume:
28
Language:
english
Journal:
Marketing Letters
DOI:
10.1007/s11002-017-9417-6
Date:
June, 2017
File:
PDF, 691 KB
english, 2017
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