Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China
Authors:
- Hao ZhangHZHao Zhang
- Eunju KoEKEunju Ko
- Charles R. TaylorCTCharles R. Taylor
- 1 January 2011
- book chapter
- Published by Emerald Publishing
- Vol. 21, 111-136
Abstract
Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in ChinaKeywords
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