Browsing Business, Dhillon School of by Subject "advertising"

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  • Grewal, Gurinder Singh; University of Lethbridge. Dhillon School of Business (Lethbridge, Alta. : University of Lethbridge. Dhillon School of BusinessDhillon School of Business, 2022)
    When might brands benefit from using swearwords in their communications material? This research theorizes and finds that the effect of a swearword in an advertisement on consumers’ attitudes towards the brand is moderated ...