自我概念、自我—品牌联结对广告利益诉求有效性的影响

柴俊武，张蕾，何伟

Impact of Self Construal and Self-brand Connection on the Effectiveness of Different Advertising Appeals

Chai Junwu, Zhang Lei, He Wei

营销科学学报 . 2012, (1): 123 -139 .