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Keywords: Self-deprecation advertisement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (6): 1242–1254.
Published: 13 November 2019
... private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers’ ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising...
