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Yoon, Hye Jin
Choi, Hojoon
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"Thinking and feeling" products and "utilitarian and value-expressive" appeals in contemporary TV advertising : a content analytic test for functional matching and the FCB model
Choi, Hojoon
;
Yoon, Hye Jin
;
Paek, Hye-jin
;
Reid, Leonard N.
- In:
Journal of marketing communications
18
(
2012
)
2
,
pp. 91-111
Persistent link: https://www.econbiz.de/10009532020
Saved in:
2
Thinking and feeling products and utilitarian and value-expressive appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model
Choi, Hojoon
;
Yoon, Hye Jin
;
Paek, Hye-Jin
;
Reid, Leonard N.
- In:
Journal of marketing communications
18
(
2012
)
2
,
pp. 91-112
Persistent link: https://www.econbiz.de/10009842572
Saved in:
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