Condoms and bananas : shock advertising explained through congruence theory
Michael S.W. Lee, Felix Septianto, Catherine Frethey-Bentham, Esther Gao
| Year of publication: |
2020
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|---|---|
| Authors: | Lee, Michael S. W. ; Septianto, Felix ; Frethey-Bentham, Catherine ; Gao, Esther |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 57.2020, p. 1-11
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| Subject: | Shock advertising | Congruence theory | Unmentionable products | Socially acceptable products | Schock | Shock | Werbung | Advertising | Theorie | Theory | Konsumentenverhalten | Consumer behaviour | Banane | Banana | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2020.102228 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012305892