K1. the Impact of Moral Violation and Advertising Appeals on Brand Attitude
This study found that moral violators possess a more positive attitude towards brand advertised in two-sided (versus one-sided) message appeals, while moral violation witness possess a more positive attitude towards brand advertised in one-sided (versus two-sided) appeals.
Chunya Xie, En-Chung Chang, and Beixi Wen (2018) ,"K1. the Impact of Moral Violation and Advertising Appeals on Brand Attitude", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 935-935.
Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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