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Cogent Business & Management Volume 11, 2024 - Issue 1
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Marketing

The pathway from advertising appeals to behavioral intention: rainbow LGBTQ + ads and self-expressive

Loan Pham Thi BeUniversity of Economics—The University of Danang, Da Nang, VietnamCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-3256-5455View further author information
ORCID Icon,
Dinh Tran DinhUniversity of Economics—The University of Danang, Da Nang, VietnamView further author information
,
Ha Le Thi KhanhUniversity of Economics—The University of Danang, Da Nang, VietnamView further author information
,
Thao Dinh Thi PhuongUniversity of Economics—The University of Danang, Da Nang, VietnamView further author information
&
Thao Le Nguyen PhuongUniversity of Economics—The University of Danang, Da Nang, VietnamView further author information
Article: 2329382 | Received 08 Aug 2023, Accepted 02 Mar 2024, Published online: 22 Mar 2024
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