Effects of metaphor advertising on brand extension evaluation: Construal level as mediator

Publisher: Scientific Journal Publishers

E-ISSN: 1179-6391|45|6|967-986

ISSN: 0301-2212

Source: Social Behavior and Personality: An international journal, Vol.45, Iss.6, 2017-07, pp. : 967-986

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

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Abstract