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Keywords: Message sidedness
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (5): 513–526.
Published: 21 March 2019
... incongruent and extremely incongruent) and two levels of message sidedness (one- and two-sided). Findings Results indicate that brand managers have to be careful not to create ad–brand incongruence after adopting new brand values and should avoid two-sided messages during this period. Originality/value...
