Nur Farihah Bt. Isamudin; Muhammad Tahir Jan - In: Journal of marketing and consumer behaviour in emerging … (2021) 1/12, pp. 19-36
marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote …, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected … is also invaluable because of its main consideration, which was women's fashion products. …
