Work

A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals

Year: 2011

Type: book-chapter

Source: Gabler eBooks

DOI: 10.1007/978-3-8349-6854-8_30

Authors: Sandra Diehl, Shintaro Okazaki, Barbara Mueller

Institutions: University of Klagenfurt, Universidad Autónoma de Madrid, San Diego State University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1556013352

FWCI: 1.503

Cites: 17

Cited by: 7

Related to: 10