Nur Farihah Bt. Isamudin; Muhammad Tahir Jan - In: Journal of marketing and consumer behaviour in emerging … (2021) 1/12, pp. 19-36
, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected … marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote … their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor …