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Emotional persuasion in advertising – analyzing dialectal language, visual images and their interplay in TV commercials
(Turun yliopisto. Turun kauppakorkeakoulu, 2022-05-13)
Emotions are gaining ever more traction in marketing research and researchers now broadly recognize the benefits of emotional persuasion. Marketing scholars have become interested in emotions as an aspect of consumer ...
From corporate social responsibility to consumer responsibility: a study of the factors that influence purchase intentions
(2017-03-01)
There is increasing evidence that consumers expect companies to behave in a sustainable manner. While managers are beginning to acknowledge this demand, they are sometimes faced with a frustrating situation where sustainable ...
Marketing Corporate Debt
(Turun yliopisto, 2012-11-16)
Actively crafting customer value or merely representing a solution? Linking value-based selling to salesperson performance
(2013-04-30)
Value-based selling is a salesperson behavioral mode which concentrates on generating superior customer value. Although service dominant logic emphasizes customer value as a central tenet for achieving strategic objectives, ...