Giakoumaki, Christina; Avlonitis, George J.; Baltas, George - In: Journal of Business & Industrial Marketing 31 (2016) 7, pp. 901-913
implementation of ingredient advertising campaigns by many B2B brands and the vast literature on conventional B2C advertising, there …Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors … consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase …