The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

Özsomer, Ayşegül; Güzel, Zeynep Müge; Newmeyer, Casey E.; Schmidt-Devlin, Ellen

doi:10.1080/02650487.2024.2355770

International Journal of Advertising

2024

DOI: 10.1080/02650487.2024.2355770

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The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

Ayşegül Özsomer,

Zeynep Müge Güzel,

Casey E. Newmeyer

et al.

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The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

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References 78 publications

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