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

IF 5.3 3区 管理学 Q1 BUSINESS
Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun
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Abstract

Green demarketing has received attention as a viable strategy in response to consumers’ demand for sustainable marketing. Only a few studies focused on testing demarketing at the product level. Thi...
通过 IMC 视角解码去市场化广告效果:赚取媒体和付费媒体的作用
绿色非市场营销作为一种可行的战略,在满足消费者对可持续营销的需求方面受到了关注。只有少数研究侧重于测试产品层面的非市场化。这...
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CiteScore
13.90
自引率
19.40%
发文量
66
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