It is not about what you read, but how you read it : the effects of sequencing rational and emotional messages on corporate and product brand attitudes
Weng Marc Lim, Pei-Lee Teh and Pervaiz K. Ahmed
| Year of publication: |
July 2018
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|---|---|
| Authors: | Lim, Weng Marc ; Teh, Pei-Lee ; Ahmed, Pervaiz K. |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 26.2018, 4, p. 339-355
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| Subject: | Message sequencing | attitudinal responses | rational appeal | emotional appeal | corporate brand attitudes | product brand attitudes | Konsumentenverhalten | Consumer behaviour | Emotion | Werbewirkung | Advertising effects | Markenführung | Brand management | Experiment | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/096525X.2016.1240216 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011903318