The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM-Reference-Cited by-同舟云学术

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The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

Published:2024-05-23 Issue: Volume: Page:1-25
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Özsomer Ayşegül¹,Güzel Zeynep Müge²,Newmeyer Casey E.³,Schmidt-Devlin Ellen⁴

Affiliation:

1. College of Administrative Sciences and Economics, Koc University, Istanbul, Turkey

2. Faculty of Business, Ozyegin University, Istanbul, Turkey

3. Cisco Research, San Jose, California, USA

4. Lundquist College of Business, University of Oregon, Eugene, Oregon, USA

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2024.2355770

Reference90 articles.

1. “COVID-19 and TV”. 2020. thinkbox.tv June 18. www.thinkbox.tv/news-and-opinion/opinion/covid-19-and-tv/

2. Consumer Evaluations of Brand Extensions

3. The Information Content of Advertising: A Meta-Analysis

4. Uniting the Tribes of Fluency to Form a Metacognitive Nation

5. Asia’s materialists: Reconciling collectivism and materialism

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