Richie Liu

Washington State University

Doctoral Student

Pullman, WA 99164

United States

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Scholarly Papers (1)

1.

Images Paired with Concrete Claims Improve Skeptical Consumers’ Responses to Advertising Promoting a Firm’s Good Deeds

Journal of Marketing Communications, Forthcoming
Number of pages: 38 Posted: 13 Sep 2013 Last Revised: 22 May 2016
Washington State University - Department of Marketing, Washington State University and State University of New York at Albany
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Abstract:

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advertising skepticism; advertising effectiveness; vague versus concrete advertising claims; use of images in advertising; corporate social responsibility advertising