The role of informational versus transformational ad appeals in building consumer-based brand equity for low involvement products
Article in The Journal of Marketing Theory and Practice (August 2023)
The most recent citing publications are shown below. View all 6 publications that cite this research output on Dimensions.
Article in The Journal of Marketing Theory and Practice (August 2023)
Article in Industrial Marketing Management (July 2023)
Article in Sensors (April 2023)