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Keywords: Advertising context
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (4): 472–483.
Published: 02 April 2019
... negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers. Research limitations...
