Chutzpadik advertising and its effectiveness : four studies of agencies and audiences
Year of publication: |
2021
|
---|---|
Authors: | Efrat, Kalanit ; Souchon, Anne L. ; Dickenson, Peter ; Nemkova, Ekaterina |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 137.2021, p. 601-613
|
Subject: | Novelty | Advertising effectiveness | Audacity | Chutzpadik advertising | Chutzpah | Norm violation |
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