The effect of message appeals and unrealistic optimism on purchase intentions : the case of heart-disease prevention pills
Year of publication: |
2010
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Authors: | Pornpitakpan, Chanthika ; Green, Robert T. |
Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 22.2010, 3, p. 372-396
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Subject: | Werbewirkung | Advertising effects | Glaubwürdigkeit | Credibility | Konsumentenverhalten | Consumer behaviour | Herzkrankheit | Heart disease | Interkulturelles Management | Cross-cultural management | USA | United States | Thailand | Singapur | Singapore |
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