The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity
Purpose: While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2022
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/282834/1/37%20Septianto%20F.%3B%20Rostiani%20R.%3B%20Paramita%20W..pdf |