The effects of fear appeal : a moderating role of culture and message type
Hwiman Chung; Euijin Ahn
| Year of publication: |
2013
|
|---|---|
| Authors: | Chung, Hwiman ; Ahn, Euijin |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 19.2013, 4, p. 452-469
|
| Subject: | fear appeal | culture | message types | ads | moderating | Werbewirkung | Advertising effects | Angst | Anxiety | Konsumentenverhalten | Consumer behaviour | Kultur | Culture | Kulturelle Identität | Cultural identity | Social Marketing | Social marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010198653