The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand
Purpose – In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these ef...
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| Principais autores: | , , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Emerald Publishing
2021-10-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Assuntos: | |
| Acceso en liña: | https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2021-0099/full/pdf?title=the-effects-of-advertising-ethnic-cues-on-brand-love-brand-attachment-and-attitude-toward-the-brand |
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