Influence of emotional marketing on consumer behavior towards food and beverage brands during the COVID-19 pandemic : a study from Lebanon
Rana Bou Saada, Imad Bou-Hamad and Dunia Harajli
| Year of publication: |
2023
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|---|---|
| Authors: | Saada, Rana Bou ; Bou-Hamad, Imad ; Harajli, Dunia |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 8, p. 822-839
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| Subject: | Brand authenticity | consumer behavior | COVID-19 | crisis | emotional advertising | mediation | Coronavirus | Konsumentenverhalten | Consumer behaviour | Emotion | Markenführung | Brand management | Werbung | Advertising | Libanon | Lebanon | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2022.2088600 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529107