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Keywords: Self-identification
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Journal Articles
The power of beliefs: how diversity advertising builds audience connectedness
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (9): 1969–1994.
Published: 19 August 2024
... two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals. Design/methodology/approach A quantitative study using partial least squares with survey data from 505 respondents was conducted. Findings Self-identification...
