A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals

AuthID
 P-00P-FYB
2
Author(s)
3
Editor(s)
Banks, IB; DePelsmacker, P; Okazaki, S
Document Type
Proceedings Paper
Year published
2015
Published
in ADVANCES IN ADVERTISING RESEARCH, VOL V: EXTENDING THE BOUNDARIES OF ADVERTISING
Pages: 15-27 (13)
Conference
12Th International Conference on Research in Advertising (Icoria), Date: JUN, 2013, Location: Zagreb Sch Econ & Management, Zagreb, CROATIA, Host: Zagreb Sch Econ & Management
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Publication Identifiers
Wos: WOS:000380324900002
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