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Different impacts of advertising appeals on advertising atti high and low imvolvement products
The aim of this study is to fill the existing gaps in the marketing literature, by providing a comprehensive comparison of rational versus emotional appeals based on high and low involvement products to increase advertising effectiveness. Further, this article is an attempt to test, empirically, th...
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| Format: | Article |
| Language: | English |
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2015
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Ahmedabad (HO): Unknown
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| Copy Unknown (Vol. 16, Issue. 3) | Available Place a Hold |