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Keywords: Brand attitude
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Journal Articles
Journal:
Journal of Communication Management
Journal of Communication Management (2022) 26 (2): 187–206.
Published: 19 April 2022
... examined the differences between LGBTQ participants and non-LGBTQ participants in perceiving authenticity and evaluating the Pride 2020 campaign in terms of brand attitude, skepticism and purchase intention. Findings Our scale development resulted in a 20-item POA scale measuring five dimensions...
