When and why are consumers willing to help for-profit companies in distress? : the corporate vulnerability appeal: conditions that drive its effectiveness
Year of publication: |
2023
|
---|---|
Authors: | Barros, Lucia Salmonson GuimarĂ£es ; Abrantes-Braga, Farah Diba ; Chammas, Cristiane Benedetti ; Costa Filho, Murilo Carrazedo |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 3, p. 290-308
|
Subject: | advertising | COVID-19 pandemic | personal norms | vulnerability appeal | Coronavirus | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Epidemie | Epidemic |
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