消费者言论行为在品牌激进主义中的作用：变革性广告视角

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2024-01-02 DOI:10.1080/00913367.2023.2288828

Judith Fletcher-Brown, Karen Middleton, Helen Thompson-Whiteside, Sarah Turnbull, Annamaria Tuan, Linda D. Hollebeek

引用次数: 0

摘要

变革性广告研究（TAR）建议通过各营销层面的机构参与者之间的互动来研究广告的变革可能性，以衡量其效果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective

Transformative advertising research (TAR) suggests examining advertising’s transformational possibilities via the interactions between institutional actors at each marketing level to gauge its effe...

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.