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Effectiveness of advertisements using brand heritage: a construal level approach

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https://hal.univ-lorraine.fr/hal-02169843
Contributor : Mathieu Kacha <>
Submitted on : Monday, July 1, 2019 - 3:21:53 PM
Last modification on : Monday, March 29, 2021 - 11:30:05 AM

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Mohamed Didi Alaoui, Fabien Pecot, Altaf Merchant, Mathieu Kacha. Effectiveness of advertisements using brand heritage: a construal level approach. 35ème Congrès International de l’Association Française du Marketing, May 2019, Le havre, France. ⟨hal-02169843⟩

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