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Keywords: Consumer resistance
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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
...Rodoula H. Tsiotsou; Leonidas Hatzithomas; Martin Wetzels Purpose This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market. Design/methodology/approach To accomplish...
