Fostering consumer engagement during an omnipresent victim crisis: understanding the role of values in pandemic-themed advertising
Many brands have launched pandemic-themed advertising campaigns, aiming to build rapport with their customers in this unprecedented moment. Yet it is challenging for brands to know how to communicate efficiently. To fill this gap, the current research aims to provide a systematic framework that coul...
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| Main Authors: | , , , , |
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| 其他作者: | |
| 格式: | Article |
| 語言: | English |
| 出版: |
2023
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| 主題: | |
| 在線閱讀: | https://hdl.handle.net/10356/170368 |
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