Journal of Promotion Management, Volume 29, Issue 6 (2023)

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Journal of Promotion Management, Volume 29, Issue 6 (2023)

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Research Articles

Article
Examining the Influence of Endorser Credibility on Brand Placements in Reality Shows through Placement Appeal: Emotional Vs Rational Appeal
Thamaraiselvan Natarajan, Jegan Jayapal, Sinthubairavi Jegan, Nakul Gangadharan & Poongkundran Thamaraiselvan
Pages: 759-790
Published online: 12 Jan 2023
AbstractforExamining the Influence of Endorser Credibility on Brand Placements in Reality Shows through Placement Appeal: Emotional Vs Rational Appeal | Full Text | References | PDF (3.4 MB) | EPUB
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Article
Investigating the Role of Consumer Personality Orientations and Use of Threat in Social Cause Advertising during Covid 19
Jitender Kumar, Archit Vinod Tapar, Ashish Gupta & Jayanthi Ranjan
Pages: 791-823
Published online: 15 Jan 2023
AbstractforInvestigating the Role of Consumer Personality Orientations and Use of Threat in Social Cause Advertising during Covid 19 | Full Text | References | PDF (2.6 MB) | EPUB
  • 263 Views
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Article
Toward Sustainable Development and Consumption: The Role of the Green Promotion Mix in Driving Green Brand Equity and Green Purchase Intention
Khai Cong Dinh, Bang Nguyen-Viet & Hang Nguyet Phuong Vo
Pages: 824-848
Published online: 08 Jan 2023
AbstractforToward Sustainable Development and Consumption: The Role of the Green Promotion Mix in Driving Green Brand Equity and Green Purchase Intention | Full Text | References | PDF (2.1 MB) | EPUB
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Article
Do Facebook Friends Make Me Donate? Factors Involved in Online Donations via SNS
Eunyoung Kim & Sung Eun Park
Pages: 849-872
Published online: 08 Jan 2023
AbstractforDo Facebook Friends Make Me Donate? Factors Involved in Online Donations via SNS | Full Text | References | PDF (1.8 MB) | EPUB
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Article
Demystifying Brand Love for Luxury Cars: Testing the Moderating Impact of Emotional Stability
Saubhagya Bhalla & Mohit Pathak
Pages: 873-903
Published online: 10 Jan 2023
AbstractforDemystifying Brand Love for Luxury Cars: Testing the Moderating Impact of Emotional Stability | Full Text | References | PDF (2 MB) | EPUB
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