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Publikováno v:
Marketing Intelligence & Planning. 40:358-371
PurposeThe purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buying (IB) for vice and virtue products.Design/methodology/approachThis research used two experiments varying humor/scarcity (high/low)
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::922c02b987f5fec4c2aa2925b3550cf6
https://doi.org/10.1108/mip-11-2021-0390
https://doi.org/10.1108/mip-11-2021-0390
