Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement

Psychology and Marketing

Volumn 24, Issue 6, 2007, Pages 539-554

  Polyorat, Kawpong ^a   Alden, Dana L ^b,d   Kim, Eugene S ^c  

^a KHON KAEN UNIVERSITY   (Thailand)

^b UNIVERSITY OF HAWAII   (United States)

^c WESTERN WASHINGTON UNIVERSITY   (United States)

^d UNIVERSITY OF HAWAII   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34347251955     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20172     Document Type: Article

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