Xu, Xiaobing; Chen, Rong - In: European Journal of Marketing 54 (2020) 8, pp. 1865-1881
Purpose: Two time metaphors are often adopted to express the passage of time: the ego-moving metaphor that conceptualizes the ego as moving toward the stationary event (e.g. we are approaching the holiday) or the event-moving metaphor that conceptualizes the event as moving toward the...