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Keywords: Consumer emotion
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (6): 1627–1648.
Published: 08 November 2024
... of different advertising appeals and their effect on consumer emotions (e.g. pride and gratitude) and purchase intention can inform marketers and advertising agencies in crafting more targeted and effective advertising campaigns that resonate with diverse consumer segments. Originality/value This study...
