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Keywords: Advertising value
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (5): 643–654.
Published: 12 August 2019
... with the content’s brand image congruity to affect brand attitudes through brand trustworthiness and identify the roles played by advertising value and perceived deceptiveness. Design/methodology/approach Experimental survey-based research with a between-subjects design was conducted, manipulating the content...
