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Keywords: Consumer value consciousness
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (9): 2565–2592.
Published: 13 May 2025
..., consumer value consciousness moderates the relationship between ad language type (Internet slang vs standard language) and brand attitude. No significant interaction effect on brand attitude was observed between endorser type and ad language type. Practical implications Using Internet slang in ads can...
Includes: Supplementary data
