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Keywords: Argument
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (4): 951–972.
Published: 04 March 2025
... Advertising strategy Repetition–Variation Narrative Argument Many of you feel bad for this lamp. This is because you’re crazy. This lamp has no feelings. And the new one is much better. – Jonas Fornander, IKEA “Lamp” advertisement 2002 Many of you feel happy for this lamp. That’s not crazy...
Includes: Supplementary data
