The effects of roasting versus toasting brand-to-brand dialogues on consumer perceptions
Anh Dang, Ashok Bhattarai, and Jose Saavedra Torres
| Year of publication: |
2025
|
|---|---|
| Authors: | Dang, Anh ; Bhattarai, Ashok ; Saavedra, José Luis |
| Subject: | Aggressive humor | Brand-to-brand dialogues | Praises | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Humor | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-09-2022-0654 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015396271