The role of narrative transportation in LGBT-themed advertising on brand affect
There is a dearth of literature conducted in Asian countries to validate earlier studies conducted in USA that suggest heterosexual consumers have lower favorable responses for brands and advertisements that feature LGBT themes, resulting in lower purchase intentions and brand evaluations (Bhat et a...
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| Main Authors: | , |
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| Format: | text |
| Published: |
Animo Repository
2017
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/10904 |
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| Institution: | De La Salle University |