The carryover effect of national identity activation on consumers' evaluations of ads with patriotic appeals
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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… read more here.
Keywords: national identity; effect national; carryover effect; activation ... See more keywords