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Is sexy better than funny? : disentangling the persuasive effects of pleasure and arousal across sex and humour appeals
Das, Enny; Galekh, Maryna; Vonkeman, Charlotte - In: International journal of advertising : the quarterly … 34 (2015) 3, pp. 406-420
Persistent link: https://www.econbiz.de/10011546490
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Examining the moderating role of rational-versus emotional-fucsed websites : the case of boutique hotels
Lwin, Michael; Phau, Ian; Huang, Yu-an; Lim, Aaron - In: Journal of vacation marketing : an international journal 20 (2014) 2, pp. 95-109
Persistent link: https://www.econbiz.de/10010359553
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The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
Septianto, Felix; Pratiwi, Loren - In: Marketing letters : a journal of research in marketing 27 (2016) 1, pp. 171-181
Persistent link: https://www.econbiz.de/10011445982
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Conceptualization and measurement of consumers' objection to dairy products consumption in Israel : a new approach for understanding and relating to anti-dairy products
Mishali, Moshe; Avrech, Tova; Igra, Libby - In: Journal of international food & agribusiness marketing … 28 (2016) 3, pp. 225-239
Persistent link: https://www.econbiz.de/10011536175
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Social media advertisements and their influence on consumer purchase intention
Sriram, K. V.; Namitha, K. P.; Kamath, Giridhar B. - In: Cogent business & management 8 (2021) 1, pp. 1-18
Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising …-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The …
Persistent link: https://www.econbiz.de/10012669053
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Emotional appeal in recruitment advertising and applicant attraction : unpacking national cultural differences
Han, Jing; Ling, Juan - In: Journal of organizational behavior : OB ; the internat. … 37 (2016) 8, pp. 1202-1223
Persistent link: https://www.econbiz.de/10011568881
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Children perceptions of emotional and rational appeals in social advertisements
Nicolini, Valentina; Cassia, Fabio; Bellotto, Massimo - In: Young consumers : insight and ideas for responsible … 18 (2017) 3, pp. 261-277
Persistent link: https://www.econbiz.de/10011786179
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A close look at research on pursuing the right formula for cause-related marketing advertising
Chang, Chun-Tuan; Cheng, Zhao-Hong; Lee, Yu-Kang; … - In: International journal of advertising : the review of … 42 (2023) 1, pp. 96-108
Persistent link: https://www.econbiz.de/10014233925
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The impact of digital marketing and promotional strategies on attitude and purchase intention towards financial products and service : a case of emerging economy
Dogra, Pallavi; Kaushal, Arun - In: Journal of marketing communications 29 (2023) 4, pp. 403-430
Persistent link: https://www.econbiz.de/10014294884
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Marketing mobile payment to baby boomers during COVID-19 pandemic : the role of emotional appeal, advertising creativity and perceived value
Wisker, Zazli Lily - In: Journal of marketing communications 29 (2023) 6, pp. 535-557
Persistent link: https://www.econbiz.de/10014454794