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Results 1-1 of 1 (Search time: 0.003 seconds).
Consumer Response to Patriotic Ads for Domestic Versus Foreign Brands in Contexts of International Sporting Events: The Role of National Identity Activation and Group Emotion
Yoo, Jinyoung Jinnie; Choi, Dongwon; Bang, Hyejin
Article
Issue Date
2023
Citation
Communication and Sport, v.11, no.5, pp.905 - 928
Publisher
SAGE Publications Ltd
1
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Bang, Hyejin
1
Choi, Dongwon
1
Yoo, Jinyoung Jinnie
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ADVERTISING EFFECTIVENESS
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ATTITUDE
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country of origin
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group-based emotions
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HAPPINESS
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IMPACT
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INTEGRATION
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INTERGROUP EMOTIONS
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international sporting events
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national identity
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2023
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