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abstract Advertisements that incorporate temperature-related cues are common in the marketplace. However, when and for whom marketers should use these temperature-based appeals in their ads is still unclear. To fill this research gap, we examine the effect of consumers’ feelings of power on...
Abstract Empowering customers through participation is known to enhance brand promotion. A popular strategy involves asking customers to vote on marketing communication tactics, which activates empowerment effects through increased psychological ownership. Prior research has found that while...
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