Adbusting : how advertising altered by activists affects brands
Year of publication: |
2024
|
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Authors: | Maier, Erik ; Mafael, Alexander |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 4, p. 938-957
|
Subject: | ad awareness | adbusting | brand perception | political activism | subversive advertising | subvertising | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbung | Advertising | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenartikel | Brand | Wahrnehmung | Perception |
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