"Authentic warmth in these uncertain times" : the impact of authenticity in COVID-19 advertising on brand warmth and consumer responses
Jing Yang, Mengtian (Montina) Jiang, and Taeyoung Kim
| Year of publication: |
2023
|
|---|---|
| Authors: | Yang, Jing ; Jiang, Mengtian ; Kim, Taeyoung |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 2, p. 259-279
|
| Subject: | ad-evoked emotion | Authenticity | brand warmth | COVID-19 | Coronavirus | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Emotion | Glaubwürdigkeit | Credibility | Werbung | Advertising | Werbewirkung | Advertising effects | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2022.2143988 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013483037