The effect of ending disclosure on the persuasiveness of narrative PSAs
Year of publication: |
2021
|
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Authors: | Orazi, Davide C. ; Lei, Jing ; Bove, Liliana L. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 127.2021, p. 241-251
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Subject: | Counterfactual thinking | Marketing communications | Narrative persuasion | Public service announcements | Story ending | Narrative Methode | Narrative method | Öffentlichkeitsarbeit | Public relations | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Unternehmenspublizität | Corporate disclosure |
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