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- W744351608 abstract "Social critics and scholars have disparaged advertising for its role in negatively influencing social relations in American society. This paper suggests the contrary. Advertising can potentially reflect positive social relations among people, enhance social bonds, and ideally, inspire positive value exchange between consumers and producers. To support this argument, the case study presented here offers qualitative research that investigated consumer home use of a prepared soup brand. Ethnographic research led to insights into the creative use of soup among women and the joyful connections it fostered among family members eating prepared meals together. The positive value of consumer–brand relationships discovered by qualitative research, ultimately helped produce a successful advertising campaign that reflected positive social bonds among consumers." @default.
- W744351608 created "2016-06-24" @default.
- W744351608 creator A5068751857 @default.
- W744351608 date "2015-12-01" @default.
- W744351608 modified "2023-09-25" @default.
- W744351608 title "Relationship advertising: How advertising can enhance social bonds" @default.
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- W744351608 doi "https://doi.org/10.1016/j.jbusres.2015.06.036" @default.
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