Work

Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

Year: 2011

Type: article

Source: Journal of Consumer Psychology

DOI: 10.1016/j.jcps.2011.05.004

Authors: Ji Kyung Park, Deborah Roedder John

Institutions: University of Delaware, University of Minnesota

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2041936772

FWCI: 6.494

Cites: 23

Cited by: 122

Related to: 10