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 PeevVolume:
28
Language:
english
Journal:
Marketing Letters
DOI:
10.1007/s11002-017-9417-6
Date:
June, 2017
File:
PDF, 691 KB
english, 2017