Strength in diversity : how incongruent racial cues enhance consumer preferences toward conservative brands
Year of publication: |
2023
|
---|---|
Authors: | Boman, Laura ; Hewage, Ganga S. Urumutta ; Hasford, Jonathan |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 168.2023, p. 1-13
|
Subject: | Brand advocacy | Persuasion | Political ideology | Social media | Visual perception | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Social Web | Social web | Ideologie | Ideology | Markenimage | Brand image | Wahrnehmung | Perception |
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