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Keywords: Mixed emotions
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (1): 175–189.
Published: 18 March 2021
... advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals. Design/methodology/approach Two experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase...
