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Keywords: Cognitive flexibility
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (1): 175–189.
Published: 18 March 2021
... intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility. Originality/value The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands. Felix...
