The effects of mixed emotional appeals in leveraging paradox brands
Year of publication: |
2022
|
---|---|
Authors: | Xin, Benlu ; Zhu, Chengfeng ; Septianto, Felix |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 153.2022, p. 266-275
|
Subject: | Brand evaluation | Cognitive flexibility | Happiness | Mixed emotions | Paradox brands | Sadness | Emotion | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Kognition | Cognition | Niederlande | Netherlands | Zufriedenheit | Satisfaction |
-
The persuasiveness of metaphor in advertising
Septianto, Felix, (2022)
-
Nallaperuma, Kaushalya, (2022)
-
How gamers process in-game brand placements under different game-involvement conditions
Vashisht, Devika, (2017)
- More ...
-
Committed to help : the effects of frequency of corporate donations on luxury brand evaluations
Sengabira, Charmant Ndereyimana, (2020)
-
A smile – the key to everybody’s heart?
Pham, Chi, (2019)
-
Authentically, proudly ethical
Septianto, Felix, (2020)
- More ...