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Journal of Marketing Communications Volume 25, 2019 - Issue 5
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Original Articles

Actual Dove versus ideal L’Oréal: Impact of self-related brand image on advertising persuasiveness

Dong Hoo KimInternational School of Global Studies, Inha University, Incheon, KoreaView further author information
,
Yoon Hi SungDepartment of Communication, The University of Texas at El Paso, El Paso, TX, USACorrespondence[email protected]
View further author information
&
Nam-Hyun UmSchool of Advertising & Public Relations, Hongik University, Sejong-si, KoreaView further author information
Pages 535-552 | Received 29 May 2018, Accepted 07 Dec 2018, Published online: 29 Jan 2019

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Read on this site (1)

Uttam Chakraborty & Santosh Kumar Biswal. (2020) Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?. Journal of Promotion Management 26:7, pages 943-963.
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Articles from other publishers (1)

Ali KÖROĞLU. (2023) MARKA İMAJI VE FİYAT ALGISININ MARKA GENİŞLEMESİNE YÖNELİK TUTUM ÜZERİNDEKİ ETKİSİNDE MARKA SADAKATİNİN ARACILIK ROLÜTHE MEDIATING ROLE OF BRAND LOYALTY IN THE EFFECT OF BRAND IMAGE AND PRICE PERCEPTION ON ATTITUDE TO BRAND EXTENSION. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi.
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