Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy
Crossref DOI link: https://doi.org/10.1007/s11002-017-9417-6
Published Online: 2017-01-21
Published Print: 2017-06
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Mayer, James Mark
Peev, Plamen
License valid from 2017-01-21