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Keywords: Signaling theory
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (1): 20–34.
Published: 27 November 2025
...Gavin Nolin; Ismail Karabas; Skyler King Purpose Using signaling theory as a theoretical foundation, this study aims to investigate how consumers respond to message framing emphasizing physical location and popularity of an esports team. Additionally, this research looks at how power distance...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (7): 739–748.
Published: 15 July 2020
... Emerald Publishing Limited Licensed re-use rights only Signaling theory Agency theory Buzz marketing Stock market return Pre-announcements Product pre-announcements Information asymmetry Product preannouncements (PPA) are widely used by marketers to inform consumers about impending...
