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Advertising 1 Advertising appeal 1 Advertising effects 1 Consumer behaviour 1 Konsumentenverhalten 1 Werbewirkung 1 Werbung 1 behavioral intention 1 inner self-expressive 1 rainbow LGBTQ+ads 1 social self-expressive 1
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Article in journal 1 Aufsatz in Zeitschrift 1
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English 1
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Dinh Tran Dinh 1 Ha Le Thi Khanh 1 Loan Pham Thi Be 1 Thao Dinh Thi Phuong 1 Thao Le Nguyen Phuong 1
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Cogent business & management 1
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The pathway from advertising appeals to behavioral intention : rainbow LGBTQ + ads and self-expressive
Loan Pham Thi Be; Dinh Tran Dinh; Ha Le Thi Khanh; Thao … - In: Cogent business & management 11 (2024) 1, pp. 1-18
The explosion of information technology has created new marketing trends and advertising appeals from brands. These brands have also become diverse often defending the equality of the LGBTQ + group as a societal issue which garners attention in the modern era. Many firms frequently depict...
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