Do not buy this! : strategic self-anticonformity as an advertising tool to increase attention and boost purchase intention
Monika Rawal, Jose L. Saavedra Torres, Ramin Bagherzadeh, Ashok Bhattarai and Ash Zaad
| Year of publication: |
2025
|
|---|---|
| Authors: | Rawal, Monika ; Saavedra, José Luis ; Bagherzadeh, Ramin ; Bhattarai, Ashok ; Zaad, Ash |
| Subject: | advertising | advertising effectiveness | Attention | purchase intention | strategic self-anticonformity | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Wahrnehmung | Perception | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2024.2397586 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015188748