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Keywords: B2B
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Journal Articles
International Journal of Bank Marketing (2018) 36 (1): 208–227.
Published: 05 February 2018
...Emmanuel Mogaji; Barbara Czarnecka; Annie Danbury Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834...
