Title
The effectiveness of emotional and rational advertising messages in positive and negative contexts The effectiveness of emotional and rational advertising messages in positive and negative contexts
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Source (journal)
Asia Pacific advances in consumer research
Volume/pages
5(2002) , p. 117-
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
Handle