An international analysis of emotional and rational appeals in services vs goods advertising

Journal of Consumer Marketing

Volumn 16, Issue 1, 1999, Pages 42-57

  Albers Miller, Nancy D ^a   Stafford, Maria Royne ^a  

^a UNIVERSITY OF NORTH TEXAS   (United States)

Author keywords

Advertising; Consumer behaviour; International marketing; National cultures; Product attributes; Services marketing

Indexed keywords

EID: 0041029824     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363769910250769     Document Type: Article

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