Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing
One approach to communicating and thereby building a close relationship with consumers is via advertising. In other words, if service providers can invoke feelings of connection and intimacy--where consumers feel understood, cared for, and validated--through advertising, a stronger bond and sense of...
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| Format: | Others |
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Scholar Commons
2004
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| Online Access: | https://scholarcommons.usf.edu/etd/1241 https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=2240&context=etd |