Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?
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- Murry, John P, Jr & Lastovicka, John L & Singh, Surendra N, 1992. "Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 441-451, March.
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- Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
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Keywords
Emotional appeal; ad-context congruency; non-profit;All these keywords.
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