Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement

Author
K. Polyorat
D. L. Alden
E. S. Kim
Year of Publication
2007
Journal
Psychology and Marketing
Volume
24
Issue
6
Pagination
539-554
ISSN
0742-6046
Polyorat, K., D. L. Alden, and E. S. Kim. 2007. “Impact Of Narrative Versus Factual Print Ad Copy On Product Evaluation: The Mediating Role Of Ad Message Involvement”. Psychology And Marketing 24 (6): 539-554.
Journal Article