Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
The effectiveness of brand slogans (also referred to as slogans in this study) in communicating product information has been widely discussed, but there is limited research on whether consumers’ familiarity with slogans differs for healthy and unhealthy products, and whether gender plays a role in t...
| 出版年: | SEARCH Journal of Media and Communication Research |
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| 第一著者: | |
| フォーマット: | 論文 |
| 言語: | English |
| 出版事項: |
Taylor's University Lakeside Campus
2023
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| オンライン･アクセス: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85187425077&partnerID=40&md5=49aa1c81999f731067b0e1ee43ae4a50 |