CONSUMER PREFERENCES FOR ASSIMILATIVE VERSUS ASPIRATIONAL MODELS IN MARKETING COMMUNICATIONS: THE ROLE OF PRODUCT CLASS, INDIVIDUAL DIFFERENCE, AND MOOD STATE
| Autor: | Nichols, Bridget Satinover, Schumann, David W. |
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| Zdroj: | Journal of Marketing Theory and Practice, 2012 Oct 01. 20(4), 359-375. |
| Databáze: | JSTOR Journals |
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