The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus
While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examin...
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| Format: | Others |
| Language: | en |
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2014
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| Online Access: | http://hdl.handle.net/2152/25771 |