A procedure for the development of fictitious advertisements in multi-country research : crafting messages with hard-sell and soft-sell appeals
Sandra Diehl; Shintaro Okazaki; Barbara Mueller
| Year of publication: |
2011
|
|---|---|
| Authors: | Diehl, Sandra ; Okazaki, Shintaro ; Mueller, Barbara |
| Published in: |
Breaking new ground in theory and practice. - Wiesbaden : Gabler, ISBN 978-3-8349-3134-4. - 2011, p. 463-473
|
| Subject: | Werbung | Advertising | Forschung | Research |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009380989