The power of beliefs : how diversity advertising builds audience connectedness
Amelie Burgess, Dean Charles Hugh Wilkie and Rebecca Dolan
| Year of publication: |
2024
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|---|---|
| Authors: | Burgess, Amelie Jay ; Wilkie, Dean C. H. ; Dolan, Rebecca |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 9, p. 1969-1994
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| Subject: | Audience connectedness | Belief congruence | Brand engagement | Diversity advertising | Self-identification | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Diversity Management | Diversity management | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-01-2023-0051 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015198403