Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

Grzegorz Banerski, Cezary Biele, Marcin Awdziej, Adam Kaczyński, Sylwester Molenda

2021 Central European Management Journal, T. 29, z. 2, s. 2-32

http://dx.doi.org/10.7206/cemj.2658-0845.44