Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisement
Choonghoon Lim, Woo-Young Lee and Paul M. Pedersen
Year of publication: |
2013
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Authors: | Lim, Choong Hoon ; Yi, U-yŏng ; Pedersen, Paul M. |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9159, ZDB-ID 2732597-0. - Vol. 23.2013, 1, p. 55-71
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Subject: | sport service | ad message | affective | cognitive | emotion | personality | Emotion | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology | Werbepsychologie | Psychology of advertising | Sportmarketing | Sports marketing | Sport | Sports |
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