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Heart or mind? : the impact of power distance belief on the persuasiveness of cognitive versus affective appeals in education marketing messages
Tu, Lingjiang; Kwon, JaeHwan; Gao, Huachao - In: Journal of marketing research 59 (2022) 1, pp. 173-190
Persistent link: https://www.econbiz.de/10012801851
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Effective luxury-brand advertising : the ES-IF matching (entity-symbolic versus incremental-functional) model
Kwon, JaeHwan; Seo, Yuri; Ko, Dongwoo - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 459-471
Persistent link: https://www.econbiz.de/10011633860
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(The lack of) fluency and perceptions of decision making
Jain, Gaurav; Shrivastava, Sunaina; Nayakankuppam, Dhananjay - In: Journal of marketing communications 27 (2021) 6, pp. 670-684
Persistent link: https://www.econbiz.de/10012624677