Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands : the mediating role of cognitive flexibility
Year of publication: |
2022
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Authors: | Nallaperuma, Kaushalya ; Septianto, Felix ; Bandyopadhyay, Argho |
Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 34.2022, 1, p. 175-189
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Subject: | Advertising | Cognitive flexibility | Luxury | Mixed emotions | Pro-environmental | Luxusgüter | Luxury goods | Emotion | Kognition | Cognition | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbung | Marketingmanagement | Marketing management |
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