Publicidad conjunta marca-causa: El papel de la implicación del individuo hacia la publicidad en la comprensión y evaluación del mensaje

• Autores: Rubén Huertas García, Juan Carlos Gázquez Abad, Jorge Lengler
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 23, Nº 3, 2014, págs. 147-155
• Idioma: español
• DOI: 10.1016/j.redee.2014.03.003
• Títulos paralelos:
  • Brand/cause advertising: The role of the individual's involvement toward the understanding and evaluation of the ad message
• Enlaces
  • Texto completo
• Dialnet Métricas: 4 Citas
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