Work

How Mood and Ad-Self-Congruency Affect the Relative Influence of Hedonic Ad Appeals and Utilitarian Ad Appeals on Product Evaluations

Year: 2004

Type: article

Source: ACR North American Advances

Author: Chingching Chang

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2112532055

FWCI:

Cites: 28

Cited by: 13

Related to: 10