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Mixed emotional appeal enhances positive word-of-mouth : the moderating role of narrative person
Quach, Sara; Septianto, Felix; Thaichon, Park; Chiew, … - In: Journal of retailing and consumer services 62 (2021), pp. 1-13
Persistent link: https://www.econbiz.de/10012648877
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Using food pictorial metaphor in the advertising of non-food brands : an exploratory investigation of consumer interpretation and affective response
Boujena, Othman; Ulrich, Isabelle; Piris, Yolande; … - In: Journal of retailing and consumer services 62 (2021), pp. 1-11
Persistent link: https://www.econbiz.de/10012648893
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Storytelling, the scale of persuasion and retention : a neuromarketing approach
Hamelin, Nicolas; Thaichon, Park; Abraham, Christopher; … - In: Journal of retailing and consumer services 55 (2020), pp. 1-8
Persistent link: https://www.econbiz.de/10012268985
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Food advertising targeting children in India : analysis and implications
Mehta, Ritu; Bharadwaj, Apoorva - In: Journal of retailing and consumer services 59 (2021), pp. 1-10
Persistent link: https://www.econbiz.de/10012434357
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The impact of animal metaphors on consumer response to courtesy advertising
Huang, Wen Hsien; Hsieh, Shao-Yu - In: Journal of retailing and consumer services 75 (2023), pp. 1-10
Persistent link: https://www.econbiz.de/10014372540