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The impact of competitiveness on consumer responses to comparative advertisements
Yucel-Aybat, Ozge; Kramer, Thomas - In: Journal of advertising : official publication of the … 47 (2018) 2, pp. 198-212
Persistent link: https://www.econbiz.de/10011876125
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Persuasive charity appeals for less and more controllable health causes : the roles of implicit mindsets and benefit frames
Hsieh, Meng-Hua; Yucel-Aybat, Ozge - In: Journal of advertising : official publication of the … 47 (2018) 2, pp. 112-126
Persistent link: https://www.econbiz.de/10011876095
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Consumer mindsets matter : benefit framing and firm-cause fit in the persuasiveness of cause-related marketing campaigns
Yucel-Aybat, Ozge; Hsieh, Meng-Hua - In: Journal of business research : JBR 129 (2021), pp. 418-427
Persistent link: https://www.econbiz.de/10012509631