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

Post author By Jacek Drogosz

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

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