Assessing the imagination scale's nomological validity : effect of hedonic versus utilitarian product types and abstract versus concrete advertising execution
Ike Janita Dewi, Swee Hoon Ang
| Year of publication: |
2020
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|---|---|
| Authors: | Dewi, Ike Janita ; Ang, Swee Hoon |
| Published in: |
Gadjah Mada international journal of business. - Yogyakarta, Indonesia : Faculty of Economics and Business, ISSN 1411-1128, ZDB-ID 2947129-1. - Vol. 22.2020, 2, p. 118-136
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| Subject: | Imagination | hedonic | utilitarian | abstract advertisement execution | Werbewirkung | Advertising effects | Utilitarismus | Utilitarianism | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Hedonischer Preisindex | Hedonic price index |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.22146/gamaijb.51111 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012519102