Exploring the Effects of Compliance/Non-Compliance Message Framing, Desirability of End States, and Brand Zealotry on Consumers’ Responses to Wearables Advertising

Journal of Promotion Management（2020）

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摘要

An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed...

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