EXPRESS: Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive versus Affective Appeal in Education Marketing Messages:

Published on Feb 25, 2021in Journal of Marketing Research
· DOI :10.1177/00222437211002196
Lingjiang Lora Tu , JaeHwan Kwon5
Estimated H-index: 5
+ 0 AuthorsHuachao Gao4
Estimated H-index: 4
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Abstract
One of the greatest challenges in education marketing is designing effective marketing messages, especially when targeting consumers with different cultural backgrounds. This research examines the ...
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