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Keywords: Mixed-method design
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Journal Articles
Journal of Product & Brand Management (2024) 33 (5): 516–532.
Published: 01 May 2024
... advertising. Design/methodology/approach This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3). Findings This paper clarifies the elements that qualify as brand transgressions in advertising within...
