Work

The importance of advertising skepticism for brand extension appeals

Year: 2019

Type: article

Source: Psychology and Marketing

DOI: 10.1002/mar.21205

Authors: José Mauro da Costa Hernandez, Scott A. Wright, Felipe M. Affonso

Institutions: Centro Universitário FEI, Universidade de São Paulo, Providence College, University of Florida

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: W2932994567

FWCI: 2.954

Cites: 43

Cited by: 25

Related to: 10