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A narrative approach for overcoming the message credibility problem in green advertising
Kim, Eunjin; Shoenberger, Heather; Kwon, Eunseon; … - In: Journal of business research : JBR 147 (2022), pp. 449-461
Persistent link: https://www.econbiz.de/10013271524
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Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours
Shoenberger, Heather; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 1, pp. 50-66
Persistent link: https://www.econbiz.de/10012200200
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Why narrative ads work : an integrated process explanation
Kim, Eunjin; Ratneshwar, Srinivasan; Thorson, Esther - In: Journal of advertising : official publication of the … 46 (2017) 2, pp. 283-296
Persistent link: https://www.econbiz.de/10011705769
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Will humor increase the effectiveness of human papillomavirus (HPV) advertising? : exploring the role of humor, STD information, and knowledge
Yoon, Hye Jin; Kim, Eunjin; Choi, Sung In - In: Journal of marketing communications 29 (2023) 5, pp. 491-509
Persistent link: https://www.econbiz.de/10014321983