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). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter Hye Jin Yoon

Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of Twitter. An online experiment was conducted to explore the effects of interdependent self-construal on purchase and electronic word of mouth intentions through attitudes toward CSR […]

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Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands Jooyoung Kim

Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology. Abstract: In this study, we propose a new concept, brand awe, and explores its nature, underlying dimensions, and roles in relation to consumer responses. Brand […]

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In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response Karen Whitehill King and Shuoya Sun

Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad positions, ad-context congruence improved recall and recognition of the brand while ad-context incongruence facilitated recall of ad content. Taking ad position into consideration, contextual congruence […]

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