Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media-Reference-Cited by-同舟云学术

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Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media

Published:2024-02-12 Issue: Volume: Page:1-26
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Yoon Hye Jin¹,Lee Yoon-Joo²,Sun Shuoya¹

Affiliation:

1. Department of Advertising & Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA, USA

2. Department of Strategic Communication, Edward R. Murrow College of Communication, Washington State University, Pullman, WA, USA

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2024.2312751

Reference104 articles.

1. Consumers' perception of corporate social responsibility in a developing country

2. Less is more: is a green demarketing strategy sustainable?

3. High-fit charitable initiatives increase hedonic consumption through guilt reduction

4. Evaluating Online Labor Markets for Experimental Research: Amazon.com's Mechanical Turk

Cited by 1 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Fewer but better: Chinese consumers’ responses to luxury brands using green demarketing;Journal of Marketing Communications;2024-03-28

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