Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis
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DOI: 10.1016/j.jretconser.2021.102825
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- Zheng, Han & Chen, Kai & Ma, Zhuoyuan, 2023. "Interactive effects of social norms and information framing on consumers' willingness of food waste reduction behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
- Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
- Hongxu Shi & Peihua Ma & Yinchu Zeng & Jiping Sheng, 2022. "Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat," IJERPH, MDPI, vol. 19(9), pages 1-17, April.
- Suci, Afred & Wang, Hui-Chih & Doong, Her-Sen, 2023. "Relax Your Fear—The role of autonomous sensory meridian response (ASMR) in green advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
- Barta, Sergio & Belanche, Daniel & Fernández, Ana & Flavián, Marta, 2023. "Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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Keywords
Retail purchase; Ad creativity; Ad originality; Ad relevance; COVID-19; Crisis; Thanking frame;All these keywords.
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