How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals.
| Autor: | Kim, Dong Hoo1 (AUTHOR), Sung, Yoon Hi2 (AUTHOR) yhsung@ou.edu, Lee, So Young3 (AUTHOR), Yoo, Chan Yun4 (AUTHOR) |
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| Zdroj: | International Journal of Market Research. Jul2021, Vol. 63 Issue 4, p494-513. 20p. 2 Color Photographs, 2 Diagrams, 4 Charts, 2 Graphs. |
| Databáze: | Business Source Ultimate |
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