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Keywords: Language congruency
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Journal Articles
International Journal of Contemporary Hospitality Management (2019) 31 (8): 3037–3057.
Published: 26 June 2019
...Daniel Leung; Megan Tsou Purpose This paper aims to examine how incentive framing format and language congruency interactively influence readers’ post-reading responses to hotel-related email advertisements. Design/methodology/approach A 2 (incentive framing format: amount-off versus...
