“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

Yang, Jing, Jiang, Mengtian, Kim, Taeyoung

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“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

Yang, Jing, Jiang, Mengtian, Kim, Taeyoung.

Journal of Promotion Management ; : 1-21, 2022.

Article in English | Taylor & Francis | ID: covidwho-2106978

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Full text: Available Collection: Databases of international organizations Database: Taylor & Francis Type of study: Experimental Studies Language: English Journal: Journal of Promotion Management Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Taylor & Francis Type of study: Experimental Studies Language: English Journal: Journal of Promotion Management Year: 2022 Document Type: Article