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A narrative approach for overcoming the message credibility problem in green advertising
Kim, Eunjin; Shoenberger, Heather; Kwon, Eunseon; … - In: Journal of business research : JBR 147 (2022), pp. 449-461
Persistent link: https://www.econbiz.de/10013271524
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Why narrative ads work : an integrated process explanation
Kim, Eunjin; Ratneshwar, Srinivasan; Thorson, Esther - In: Journal of advertising : official publication of the … 46 (2017) 2, pp. 283-296
Persistent link: https://www.econbiz.de/10011705769
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The role of empathy and efficacy in public service announcements : using narratives to induce bystander intervention in domestic violence
Kim, Eunjin; Muralidharan, Sidharth - In: Journal of advertising research 60 (2020) 4, pp. 452-466
Persistent link: https://www.econbiz.de/10012495780