Understanding the viability of three types of approach of advertising in emerging markets
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DOI: 10.1080/13527266.2019.1586749
Abstract: ABSTRACT The aim of this research is to compare and examine the effectiveness of an emotional, shock, and humor advertising strategies in terms of brand recall, image, and attitudes toward the advertisement and purchase intentions… read more here.
Keywords: understanding viability; advertising; viability three; brand ... See more keywords