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International Journal of Advertising
The Review of Marketing Communications
Volume 43, 2024 - Issue 1: The Role of Sustainability in Advertising
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Articles

Message assertiveness and price discounts: differences between hedonic and utilitarian consumption

Dongwon Choia Department of Advertising and Public Relations, College of Social Sciences, Kookmin University, Seoul, Korea
,
Hyejin Bangb College of Business Administration, Kookmin University, Seoul, KoreaCorrespondence[email protected]
,
Sukki Yoonc Department of Marketing, Bryant University, Smithfield, RI, USA
&
Tae Hyun Baekd Department of Media and Communication, Sungkyunkwan University, Seoul, Republic of Korea
Pages 149-172 | Received 14 Jul 2022, Accepted 02 May 2023, Published online: 26 May 2023

Citations (3)

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Read on this site (1)

Shelly Rathee. (2024) Introduction to the special issue on the role of sustainability in advertising. International Journal of Advertising 43:1, pages 1-6.
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Articles from other publishers (2)

Xi Yu & Stephanie Q. Liu. (2023) “You Must Try Our Taco!”: Advancing the Power of Language Assertiveness in Food Advertising. Journal of Hospitality & Tourism Research.
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Aniruddha Pangarkar & Paurav Shukla. (2023) Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers. International Journal of Advertising 42:7, pages 1145-1149.
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