This paper examined the influence of assertive and non- assertive claims on advertising effectiveness, moderated by product involvement within an environmental context.
|Publication status||Published - 2013|
|Event||Academy of Marketing, Marketing Relevance - University of Glamorgan, Glamorgan, United Kingdom|
Duration: 8 Jul 2013 → 11 Jul 2013
|Conference||Academy of Marketing, Marketing Relevance|
|Period||8/07/13 → 11/07/13|