Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement

By Nathalie Dens, Patrick De Pelsmacker. 2010

118 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c90e1240cc5861be848fddfee95cd6b3e677593a