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Are consumers moved by a crying tree or a smiling forest? : effects of anthropomorphic valence and cause acuteness in green advertising
Chang, Chun-Tuan; Lee, Hsiao-Ching; Lee, Yu-Kang - In: Journal of advertising research 62 (2022) 4, pp. 367-384
Persistent link: https://www.econbiz.de/10013532002
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A close look at research on pursuing the right formula for cause-related marketing advertising
Chang, Chun-Tuan; Cheng, Zhao-Hong; Lee, Yu-Kang; … - In: International journal of advertising : the review of … 42 (2023) 1, pp. 96-108
Persistent link: https://www.econbiz.de/10014233925
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Right metaphor, right place : choosing a visual metaphor based on product type and consumer differences
Chang, Chun-Tuan; Wu, Yuan-Ciao; Lee, Yu-Kang; Chu, Xing-Yu - In: International journal of advertising : the quarterly … 37 (2018) 2, pp. 309-336
Persistent link: https://www.econbiz.de/10011859426
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Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption : the roles of environmental involvement and locus of control
Cheng, Zhao-Hong; Chang, Chun-Tuan; Lee, Yu-Kang - In: Review of managerial science : RMS 14 (2020) 1, pp. 61-85
Persistent link: https://www.econbiz.de/10012209203