The advertisement puts me down, but I like it : examining an emerging type of audience-targeted negative advertisement
Hongjie Sun, Yong (Eddie) Luo, Feifei Liu, Ben Lowe
| Year of publication: |
2023
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|---|---|
| Authors: | Sun, Hongjie ; Luo, Yong (Eddie) ; Liu, Feifei ; Lowe, Ben |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 2, p. 160-171
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| Subject: | negative advertisements | humorous advertisements | advertisement effectiveness | Asia | emerging consumption behavior | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2023-010 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014317775