Emotional advertising: Revisiting the Role of Product Category
Year of publication: |
2010-03
|
---|---|
Authors: | GEUENS, M. ; PELSMACKER, P. DE ; FASEUR, T. |
Institutions: | Faculteit Economie en Bedrijfskunde, Universiteit Gent |
Subject: | ad effectiveness | emotional advertising | involvement | hedonic-utilitarian |
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