Effectiveness of advertisements using brand heritage: a construal level approach

Mohamed Didi Alaoui; Fabien Pecot; Altaf Merchant; Mathieu Kacha

Conference Papers Year : 2019

Effectiveness of advertisements using brand heritage: a construal level approach

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Mohamed Didi Alaoui

Function : Author
PersonId : 752005
IdHAL : mohamed-didi-alaoui
ORCID : 0000-0002-7476-6821

Fabien Pecot

Function : Author
PersonId : 791572
ORCID : 0000-0001-6455-6663

Altaf Merchant

Function : Author

University of Washington [Tacoma]

Mathieu Kacha

Function : Author
PersonId : 176267
IdHAL : mathieu-kacha
IdRef : 149960514

Centre Européen de Recherche en Economie Financière et Gestion des Entreprises

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Business administration

Mathieu Kacha : Connect in order to contact the contributor

https://hal.univ-lorraine.fr/hal-02169858

Submitted on : Monday, July 1, 2019-3:27:18 PM

Last modification on : Thursday, May 16, 2024-3:26:37 AM

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hal-02169858 , version 1 (01-07-2019)

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HAL Id : hal-02169858 , version 1

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Mohamed Didi Alaoui, Fabien Pecot, Altaf Merchant, Mathieu Kacha. Effectiveness of advertisements using brand heritage: a construal level approach. Academy of Marketing Science Annual Conference, May 2019, Vancouver, Canada. ⟨hal-02169858⟩

Effectiveness of advertisements using brand heritage: a construal level approach

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