|Title of host publication||Proceedings of the 49th Annual Conference of the European Marketing Academy.|
|Publisher||European Marketing Academy|
|Publication status||Accepted/In press - 2020|
Wasser, F., Schnittka, O., Greve, G., Hofmann, J., & Johnen, M. (Accepted/In press). Analysis of brand personality as a moderator of advertising effectiveness. In Proceedings of the 49th Annual Conference of the European Marketing Academy. [forthcoming] European Marketing Academy.