Lim, Choonghoon; Lee, Woo-Young; Pedersen, Paul M. - In: Journal of Global Scholars of Marketing Science 23 (2013) 1, pp. 55-71
Although advertising theorists have suggested that for maximum effectiveness the type of message appeal needs to match the type of service offered (i.e., a rational advertisement message appeal is more effective for a utilitarian service; an emotional advertisement message approach is suitable for...
