Breaking through the clutter and the impact of ambiguous arguments on consumers' purchase decisions
The study explored the proliferation and codification of discursive resources related to ambiguous arguments. This has led to a point of clarification. Marketing communication scholars have purposefully neglected the impact of ambiguous arguments, focusing instead on strategic clarity. As a result,...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2024-12-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/3003 |
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