Ad creativity in a negative context : how a thanking message frame enhances purchase intention in times of crisis
Vlad Demsar, Sean Sands, Sara Rosengren, Colin Campbell
| Year of publication: |
2022
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|---|---|
| Authors: | Demsar, Vlad ; Sands, Sean ; Rosengren, Sara ; Campbell, Colin L. |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 64.2022, p. 1-11
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| Subject: | Ad creativity | Ad originality | Ad relevance | COVID-19 | Crisis | Retail purchase | Thanking frame | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour | Coronavirus | Prospect Theory | Prospect theory | Wirtschaftskrise | Economic crisis |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2021.102825 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013209573