The effect of emotional versus rational appeal in advertising on Malaysian consumers purchase intention of hybrid car
Carbon emissions released by automobiles has spurred the invention of hybrid car as a green initiative that may solve one of the world's primary environmental problems. Numerous efforts have been undertaken by the car manufacturers to grab the market attention for hybrid cars. One of the effort...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Asian Research Publishing Network
2016
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/71389/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85009198599&partnerID=40&md5=097054208ce1e2aa1a1d9804ac36a00c |
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