Positive or negative vibes : does mood affect consumer response to controversial advertising?
Chris R. Noland
Year of publication: |
2021
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Authors: | Noland, Chris R. |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 27.2021, 8, p. 897-912
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Subject: | controversial advertising | immigration | Mood | mood management theory | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Emotion | Werbewirkung | Advertising effects |
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