Exploring the effects of compliance/non-compliance message framing, desirability of end states, and brand zealotry on consumers' responses to wearables advertising
Ruoxu Wang, Yan Huang, and George Anghelcev
| Year of publication: |
2020
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| Authors: | Wang, Ruoxu ; Huang, Yan ; Anghelcev, George |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 7, p. 964-985
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| Subject: | brand zealotry | Compliance/noncompliance framing | desirability of end states | wearables advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand | Prospect Theory | Prospect theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2020.1746463 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012287156