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The effects of mixed emotional appeals in leveraging paradox brands · Study

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ArticleThe effects of mixed emotional appeals in leveraging paradox brands

Benlu Xin2022

Article2022

The effects of mixed emotional appeals in leveraging paradox brands

Benlu Xin · Chengfeng Zhu · Felix Septianto

15 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Nostalgia and Consumer Behavior

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References

1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 2010Construal-level theory of psychological distance.1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1997Dimensions of Brand Personality 2003Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning 2005Bicultural Identity Integration (BII): Components and Psychosocial Antecedents 2015Competitive Advantage through Engagement 1995A New Measure of Cognitive Flexibility

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2024Visual metaphors and white space: How the visual rhetorical language in advertising influences consumer responses to paradox brands

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Year2022

Typearticle

Published2022-08-26

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations15

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2022.08.020

openalex_workW4293875414

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