The effect of consumer-perceived COVID-19 ad value on health-protective behavior : mediating role of engagement
Mir Abdur Rafeh, Amir Zaib Abbasi, Linda D. Hollebeek, Muhammad Asghar Ali, and Ding Hooi Ting
| Year of publication: |
2024
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|---|---|
| Authors: | Rafeh, Mir Abdur ; Abbasi, Amir Zaib ; Hollebeek, Linda D. ; Muhammad Asghar Ali ; Ding Hooi Ting |
| Published in: |
Health marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1545-0864, ZDB-ID 2068500-2. - Vol. 41.2024, 4, p. 375-406
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| Subject: | Advertising value | consumer engagement | COVID-19 | Ducoffe’s advertising model | health-protective behavior | Coronavirus | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/07359683.2024.2355378 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015194089