Work

Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis

Year: 2021

Type: article

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2021.102825

Authors: Vlad Demsar, Sean Sands, Sara Rosengren, Colin Campbell

Institutions: Swinburne University of Technology, Stockholm School of Economics, University of San Diego

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W3212959530

FWCI: 3.906

Cites: 97

Cited by: 28

Related to: 10