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Keywords: Counterintuitive communication
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Journal Articles
Journal:
Revista de Gestão
Revista de Gestao (2024) 31 (3): 307–320.
Published: 24 July 2023
...Taís Pasquotto Andreoli; Bárbara Assis Vieira Purpose The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause. Design/methodology/approach The theoretical framework focused on marketing communication, counterintuitive communication...
