Work

What’s not to like? Negations in brand messages increase consumer engagement

Year: 2022

Type: article

Source: Journal of the Academy of Marketing Science

DOI: 10.1007/s11747-022-00894-3

Authors: Todd Pezzuti, James M. Leonhardt

Institutions: Adolfo Ibáñez University, University of Nevada, Reno

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4288723196

FWCI: 3.597

Cites: 95

Cited by: 25

Related to: 10