Examining consumer reactions to sincere brands' gratitude expressions : when a simple thank you just won't do
Veronica Thomas, Dora Bock and Heath McCullough
| Year of publication: |
2023
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|---|---|
| Authors: | Thomas, Veronica ; Bock, Dora ; McCullough, Heath |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 3, p. 518-541
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| Subject: | advertising | brand personality | effort | Gratitude | identification | sincere | trust | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Werbewirkung | Advertising effects | Werbung | Advertising | Vertrauen | Confidence | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2082221 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014295203