Mixed emotional appeal enhances positive word-of-mouth : the moderating role of narrative person
Sara Quach, Felix Septianto, Park Thaichon, Tung Moi Chiew
| Year of publication: |
2021
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| Authors: | Quach, Sara ; Septianto, Felix ; Thaichon, Park ; Chiew, Tung Moi |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 62.2021, p. 1-13
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| Subject: | Advertising | Construal level | Discomfort | Inspiration | Mixed emotions | Narrative person | Word-of-mouth | Emotion | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology | Narrative Methode | Narrative method | Werbung | Werbepsychologie | Psychology of advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2021.102618 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012648877