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Keywords: Fresh start
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (2): 517–542.
Published: 05 September 2020
...Felix Septianto; Saira Khan; Yuri Seo; Linsong Shi Purpose This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Design/methodology/approach Drawing upon the consumption...
