How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption
To combat ad avoidance, advertisers are moving advertising into programs, a practice known broadly as branded entertainment. The difficulty of advertising to Millennials has also prompted the use of unbranded cause advertising, to increase awareness of issues championed by the brand, without trigger...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Routledge
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |