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Journal of advertising research
Journal of consumer affairs : official publication of the American Council on Consumer Interests
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International journal of advertising : the quarterly review of marketing communications
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Antecedents of consumer attitudes toward cause-related marketing
Youn, Seounmi
;
Kim, Hyuksoo
- In:
Journal of advertising research
48
(
2008
)
1
,
pp. 123-137
Persistent link: https://www.econbiz.de/10003688993
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Commercial Liking and Memory: Moderating Effects of Product Categories - Classifying products advertised on the multi-year Super Bowls as "approach," "avoidance," or "utilitarian," this study finds that product category moderates the relationship between commercial liking and memory. Strong positive relationships between liking and memory hold true for approach products only, not avoidance or ...
Youn, Seounmi
;
Sun, Tao
;
Wells, William D.
;
Zhao, Xinshu
- In:
Journal of advertising research
41
(
2001
)
3
,
pp. 7-14
Persistent link: https://www.econbiz.de/10006511962
Saved in:
3
Antecedents of Consumer Attitudes toward Cause-Related Marketing
Youn, Seounmi
;
Kim, Hyuksoo
- In:
Journal of advertising research
48
(
2008
)
1
,
pp. 123-137
Persistent link: https://www.econbiz.de/10008051944
Saved in:
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