When environmental messages should be assertive : examining the moderating role of effort investment
Year of publication: |
2015
|
---|---|
Authors: | Baek, Tae Hyun ; Yoon, Sukki ; Kim, Seeun |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 1, p. 135-157
|
Subject: | environmental advertising persuasion | message assertiveness | effort investment | perceived issue importance | Werbewirkung | Advertising effects | Werbung | Advertising |
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