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The persuasiveness of metaphor in advertising

Septianto, Felix; Pontes, Nicolas; Tjiptono, Fandy - In: Psychology & marketing 39 (2022) 5, pp. 951-961

Persistent link: https://www.econbiz.de/10013186894

The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements

Septianto, Felix; Pratiwi, Loren - In: Marketing letters : a journal of research in marketing 27 (2016) 1, pp. 171-181

Persistent link: https://www.econbiz.de/10011445982

The effectiveness of advertising images in promoting experiential offerings : an emotional response approach

Septianto, Felix; Ye, Sheng; Northey, Gavin - In: Journal of business research : JBR 122 (2021), pp. 344-352

Persistent link: https://www.econbiz.de/10012420418

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

Mixed feelings enhance the effectiveness of luxury advertising

Bandyopadhyay, Argho; Septianto, Felix; Nallaperuma, … - In: Australasian marketing journal : AMJ ; official journal … 30 (2022) 1, pp. 28-34

Persistent link: https://www.econbiz.de/10012698466

The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts

Septianto, Felix; Kemper, Joya A.; Chiew, Tung Moi - In: Journal of business research : JBR 110 (2020), pp. 445-455

Persistent link: https://www.econbiz.de/10012237876

The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising

Septianto, Felix; Tjiptono, Fandy - In: Journal of retailing and consumer services 50 (2019), pp. 189-198

Persistent link: https://www.econbiz.de/10012114153

Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands : the mediating role of cognitive flexibility

Nallaperuma, Kaushalya; Septianto, Felix; … - In: Asia Pacific journal of marketing and logistics 34 (2022) 1, pp. 175-189

Persistent link: https://www.econbiz.de/10012798110

Emotional Cues' effects on grotesque advertising

Bandyopadhyay, Argho; Septianto, Felix; Nallaperuma, … - In: Australasian marketing journal : AMJ ; official journal … 31 (2023) 2, pp. 124-134

Persistent link: https://www.econbiz.de/10014252793

Emotional Cues’ Effects on Grotesque Advertising

Bandyopadhyay, Argho; Septianto, Felix; Nallaperuma, … - 2022

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether …) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising … cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers …

Persistent link: https://www.econbiz.de/10014084953