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Keywords: Message appeal
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (2): 186–198.
Published: 10 October 2022
... intention. Practical implications Based on the findings of this research, advertisers and environmental practitioners can utilise the correct type of message appeals to implement pro-environmental campaigns and programs for appropriate consumer segments effectively. Originality/value Aligning...
