{"title":"Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media","authors":"Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun","doi":"10.1080/02650487.2024.2312751","DOIUrl":null,"url":null,"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...","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.3000,"publicationDate":"2024-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2024.2312751","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
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...