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Keywords: Brand launch
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Journal Articles
Display advertising: the role of context and advertising appeals from a resistance perspective
Available to Purchase
Journal of Research in Interactive Marketing (2024) 18 (2): 198–219.
Published: 04 April 2023
... Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Brand launch Consumer resistance Display advertising Advertising context Advertising appeal Eye-tracking Energy drink Forced exposure Launching a brand into new markets is crucial to successful brand...
