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Keywords: Loan advertisements
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Journal Articles
International Journal of Bank Marketing (2020) 38 (3): 756–776.
Published: 08 January 2020
... advertising. Design/methodology/approach Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured...
