Be rational or be emotional: advertising appeals, service types and consumer responses

H. Zhang, J. Sun, Fang Liu, J. Knight

Research output: Contribution to journalArticle

41 Citations (Scopus)
10 Downloads (Pure)
Original languageEnglish
Pages (from-to)2105-2126
JournalEuropean Journal of Marketing
Volume48
Issue number11/12
DOIs
Publication statusPublished - 2014

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