Be rational or be emotional: advertising appeals, service types and consumer responses

European journal of marketing, 2014-01, Vol.48 (11/12), p.2105-2126 [Peer Reviewed Journal]

Emerald Group Publishing Limited ;Emerald Group Publishing Limited 2014 ;ISSN: 0309-0566 ;EISSN: 1758-7123 ;DOI: 10.1108/EJM-10-2012-0613

Full text available