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An exploratory study of existential guilt appeals in charitable advertisements
Lwin, Michael; Phau, Ian - In: Journal of marketing management : MM 30 (2014) 13/14, pp. 1467-1485
Persistent link: https://www.econbiz.de/10010433910
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The impact of Hspanic-targeted advertising on consumers'brand love in services
Madadi, Rozbeh; Torres, Ivonne M.; Fazli-Salehi, Reza; … - In: Journal of international consumer marketing 33 (2021) 2, pp. 137-158
Persistent link: https://www.econbiz.de/10012483607
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The effect of ad appeals and message framing on consumer responses to plant-based menu items
Ye, Tian; Mattila, Anna S. - In: International journal of hospitality management 95 (2021), pp. 1-9
Persistent link: https://www.econbiz.de/10012547725
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Emotional or rational? : the determination of the influence of advertising appeal on advertising effectiveness
Grigaliunaite, Viktorija; Pileliene, Lina - In: Scientific Annals of Economics and Business 63 (2016) 3, pp. 391-414
Persistent link: https://www.econbiz.de/10011647236
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Cross-cultural comparisons of popular YouTube ads : a content analysis of YouTube video ads in the U.S. and South Korea
Choi, Chang-Won - In: Journal of global scholars of marketing science : … 32 (2022) 2, pp. 145-161
Persistent link: https://www.econbiz.de/10013177323
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"I want it! can I get It?" : how product-model spatial distance and ad appeal affect product evaluations
Tok, Dickson; Chen, Xi; Chu, Xing-Yu - In: Journal of business research : JBR 135 (2021), pp. 454-463
Persistent link: https://www.econbiz.de/10012647927
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Advertising persuasion in China : using Mandarin or Cantonese?
Liu, ShiXiong; Wen, Xiaoshan; Wei, Lina; Zhao, Weihong - In: Journal of business research : JBR 66 (2013) 12, pp. 2383-2389
Persistent link: https://www.econbiz.de/10010207613
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Image proximity in advertising appeals : spatial distance and product types
Kim, Kyuha; Lee, Sungmi; Choi, Yung Kyun - In: Journal of business research : JBR 99 (2019), pp. 490-497
Persistent link: https://www.econbiz.de/10012023701
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Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals
Rhee, Eun Soo; Jung, Wan Seop - In: Journal of marketing communications 25 (2019) 6, pp. 571-585
Persistent link: https://www.econbiz.de/10012203339
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Impact of "high quality, low price" appeal on consumer evaluations
Shirai, Miyuri - In: Journal of promotion management : JPM 21 (2015) 6, pp. 776-797
Persistent link: https://www.econbiz.de/10011433664