Self-Concept as a Mediator in Global Advertising

Research English OPEN
Pogosyan, Marianna ; Marianna, Pogosyan (2007)
  • Journal: 国際基督教大学学報. II-B, 社会科学ジャーナル = The Journal of Social Science, issue 61, pages 177-188
  • Subject:
    acm: ComputingMilieux_MISCELLANEOUS

Self-concept has a significant impact on the cognitive, behavioral, and emotional systems of individuals. Recently, there has been increasing interest in the influence of self-concept on advertising effectiveness and consumer behavior. The present paper examines the rol... View more
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