Ad creativity in a negative context : how a thanking message frame enhances purchase intention in times of crisis
Year of publication: |
2022
|
---|---|
Authors: | Demsar, Vlad ; Sands, Sean ; Rosengren, Sara ; Campbell, Colin L. |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 64.2022, p. 1-11
|
Subject: | Ad creativity | Ad originality | Ad relevance | COVID-19 | Crisis | Retail purchase | Thanking frame | Kreativität | Creativity | Coronavirus | Konsumentenverhalten | Consumer behaviour | Prospect Theory | Prospect theory | Einzelhandel | Retail trade |
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