Be rational or be emotional : advertising appeals, service types and consumer responses
Year of publication: |
2014
|
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Authors: | Zhang, Hongxia ; Sun, Jin ; Liu, Fang ; Knight, John G. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 11/12, p. 2105-2126
|
Subject: | Advertising appeal | Affect intensity | Consumer responses | Service type | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Emotion | Werbung | Advertising |
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