| Original language | English |
|---|---|
| Pages (from-to) | 494-504 |
| Number of pages | 11 |
| Journal | Journal of Advertising |
| Volume | 50 |
| Issue number | 4 |
| DOIs | |
| State | Published - 2021 |
ASJC Scopus Subject Areas
- Business and International Management
- Communication
- Marketing
Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising
- Alexander Mafael
- , Sascha Raithel
- , Charles R. Taylor
- , David W. Stewart
Research output: Contribution to journal › Article › peer-review