Analysis of brand personality as a moderator of advertising effectiveness

Felix Wasser, Oliver Schnittka, Goetz Greve, Julian Hofmann, Marius Johnen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Original languageEnglish
Title of host publicationProceedings of the 49th Annual Conference of the European Marketing Academy.
PublisherEuropean Marketing Academy
Article numberforthcoming
Publication statusAccepted/In press - 2020

Cite this

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.