Search Results - subject:"Abstractness"

Better abstract or concrete, narrating or not : optimal strategies for the communication of innovation

Cardamone, Ernesto; Miceli, Gaetano; Raimondo, Maria … - 2024

Persistent link: https://www.econbiz.de/10015396932

Better abstract or concrete, narrating or not: optimal strategies for the communication of innovation

Cardamone, Ernesto; Miceli, Gaetano; Raimondo, Maria … - In: European Journal of Innovation Management 27 (2024) 9, pp. 73-93

Purpose This paper investigates how two characteristics of language, abstractness vs concreteness and narrativity … analyses to test the hypotheses on the effects of abstractness vs concreteness and narrativity on engagement, and on the … moderation effects of content variety and emotional tone. Findings The authors found that abstractness (vs concreteness) and …

Persistent link: https://www.econbiz.de/10015343339

Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement

Bae, Mikyeung - In: Cogent Business & Management 7 (2020) 1, pp. 1-18

Cause-related marketing (CRM) skepticism significantly affects consumers' attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical...

Persistent link: https://www.econbiz.de/10012657229

Effect of skepticism and message abstractness on cause-related marketing campaign evaluation : the mediating role of message engagement

Bae, Mikyeung - In: Cogent business & management 7 (2020) 1, pp. 1-18

Persistent link: https://www.econbiz.de/10012643714