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Pro-LGBTQIAP+ counterintuitive communication toward the consumer

Purpose – The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause. Design/methodology/approach – The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypoth...

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Principais autores: Taís Pasquotto Andreoli, Bárbara Assis Vieira
Format: Artigo
Sprog:Português
Udgivet: Emerald Publishing 2024-07-01
Serier:REGE Revista de Gestão
Fag:
Marketing communication
Counterintuitive communication
LGBTQIAP+ communication
Consumer behavior
Online adgang:https://www.emerald.com/insight/content/doi/10.1108/REGE-04-2022-0048/full/pdf
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