Analysis of brand personality as a moderator of advertising effectiveness

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

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Original language	English
Title of host publication	EMAC 2020 Annual Conference
Number of pages	11
Volume	49th
Publisher	European Marketing Academy
Publication date	2020
Article number	A2020-63356
Publication status	Published - 2020
Event	European Marketing Academy Annual Conference - Corvinus University, Budapest, Hungary Duration: 26. May 2020 → 29. May 2020 Conference number: 49

Conference	European Marketing Academy Annual Conference
Number	49
Location	Corvinus University
Country/Territory	Hungary
City	Budapest
Period	26/05/2020 → 29/05/2020

Documents & Links

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title = "Analysis of brand personality as a moderator of advertising effectiveness",

author = "Felix Wasser and Goetz Greve and Oliver Schnittka and Marius Johnen and Julian Hofmann",

year = "2020",

language = "English",

volume = "49th",

booktitle = "EMAC 2020 Annual Conference",

publisher = "European Marketing Academy",

note = "European Marketing Academy Annual Conference, EMAC ; Conference date: 26-05-2020 Through 29-05-2020",

}

TY - GEN

T1 - Analysis of brand personality as a moderator of advertising effectiveness

AU - Wasser, Felix

AU - Greve, Goetz

AU - Schnittka, Oliver

AU - Johnen, Marius

AU - Hofmann, Julian

N1 - Conference code: 49

PY - 2020

Y1 - 2020

M3 - Article in proceedings

VL - 49th

BT - EMAC 2020 Annual Conference

PB - European Marketing Academy

T2 - European Marketing Academy Annual Conference

Y2 - 26 May 2020 through 29 May 2020

ER -