A Test of Two Consumer Response Scales in Advertising
نویسندگان
چکیده
منابع مشابه
An Investigation of Advertising Appeal on Consumer Response in Service Advertising
Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...
متن کاملan investigation of advertising appeal on consumer response in service advertising
advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 1985
ISSN: 0022-2437
DOI: 10.2307/3151590