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Keywords: Homosexual imagery
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Journal Articles
Straight eye for the queer ad: attitudes, skepticism, inferences of manipulative intent and willingness to buy
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2021) 33 (5): 1220–1238.
Published: 11 November 2020
... on the relationship between attitude toward the advertisement and willingness to buy. Research limitations/implications The current study contributes to the literature on homosexual imagery in advertising. In applying the persuasion knowledge model, the current study demonstrates the applicability of the model...
