Shockvertising of luxurious fast-foods brands in emerging markets : differential effects of consumer demographic profiles
Year of publication: |
2023
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Authors: | Mukucha, Paul ; Jaravaza, Divaries Cosmas |
Published in: |
Cogent business & management. - London : Taylor & Francis, ISSN 2331-1975, ZDB-ID 2837523-3. - Vol. 10.2023, 2, Art.-No. 2220199, p. 1-18
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Subject: | emerging markets | consumer erotophilia | controversial ads | fast-food brands | information clutter | shockvertising | social media | Schwellenländer | Emerging economies | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Luxusgüter | Luxury goods | Social Web | Social web | Online-Marketing | Internet marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1080/23311975.2023.2220199 [DOI] hdl:10419/294484 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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