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Keywords: Advertising appeals
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (3): 302–317.
Published: 26 March 2025
...@univ-smb.fr 25 12 2023 15 09 2024 06 12 2024 01 02 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Emotional value Sustainable consumption Advertising appeals Experimental study Product familiarity Theory...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (1): 94–109.
Published: 15 January 2024
...Muhammad Rashid Saeed; Richard Lee; Larry Lockshin; Steven Bellman; Song Yang; Justin Cohen Purpose Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (6): 625–638.
Published: 06 April 2023
...Scott Taylor Jr.; Elizabeth A. Whalen; Cortney L. Norris Purpose This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested...
