Assessing the imagination scale's nomological validity : effect of hedonic versus utilitarian product types and abstract versus concrete advertising execution
Year of publication: |
2020
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Authors: | Dewi, Ike Janita ; Ang, Swee Hoon |
Published in: |
Gadjah Mada international journal of business. - Yogyakarta, Indonesia : Faculty of Economics and Business, ISSN 1411-1128, ZDB-ID 2947129-1. - Vol. 22.2020, 2, p. 118-136
|
Subject: | Imagination | hedonic | utilitarian | abstract advertisement execution | Werbewirkung | Advertising effects | Hedonischer Preisindex | Hedonic price index | Utilitarismus | Utilitarianism | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
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