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Published in 2017 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2017.05.013
Abstract: This study examined how the activation of national identity (NI) in diverse contexts influenced how consumers subsequently evaluated ads featuring patriotic appeals. Specifically, this study proposed that the activation of NI through different priming contexts…
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Keywords:
national identity;
effect national;
carryover effect;
activation ... See more keywords