How can consumer involvement be changed through communication campaigns? An information content choice model applied to the olive oil case
Abstract
Purpose Involvement has been one of the most studied variables in the field of marketing due to its determinant role in consumer behaviour, but always as a contextual or mediating variable. Taking its relationship with knowledge as the starting point, in this work, the purpose of this paper is to examine how to use the choice of information content in communication campaigns to drive up the level of involvement. A new method based on Qualitative...
Paper Details
Title
How can consumer involvement be changed through communication campaigns? An information content choice model applied to the olive oil case
Published Date
Mar 26, 2021
Journal
Volume
123
Issue
11
Pages
3672 - 3688
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