Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes
Grzegorz Banerski
National Information Processing Institute
Cezary Biele
National Information Processing Institute
Marcin Awdziej
Kozminski University
Adam Kaczyński
Kantar Polska SA
Sylwester Molenda
Discovery Polska SA
6/2021 29 (2) Central European Management Journal
DOI 10.7206/cemj.2658-0845.44