Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes
Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers.
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| Autori principali: | , , , , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Emerald Publishing
2021-06-01
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| Serie: | Central European Management Journal |
| Soggetti: | |
| Accesso online: | https://doi.org/10.7206/cemj.2658-0845.44 |
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