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Keywords: Motive attribution
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Journal Articles
Corporate Communications: An International Journal (2024) 29 (6): 879–897.
Published: 17 July 2024
... brand promises. In addition, motive attributions towards the firm’s femvertising messages were found to moderate the influence of message strategies on endorsement outcomes. Originality/value Previous research on the effects of femvertising has been inclined towards short-term performance factors...
