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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| Auteurs principaux: | , |
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| Format: | Artigo |
| Langue: | Português |
| Publié: |
Emerald Publishing
2024-07-01
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| Collection: | REGE Revista de Gestão |
| Sujets: | |
| Accès en ligne: | https://www.emerald.com/insight/content/doi/10.1108/REGE-04-2022-0048/full/pdf |
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