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West Ashley Library
9 a.m. - 4 p.m.
Phone: (843) 766-6635
Main Library
9 a.m. - 6 p.m.
Phone: (843) 805-6930
Folly Beach Library
Closed for renovations
Phone: (843) 588-2001
John L. Dart Library
9 a.m. - 6 p.m.
Phone: (843) 722-7550
St. Paul's/Hollywood Library
9 a.m. - 5 p.m.
Phone: (843) 889-3300
Mt. Pleasant Library
9 a.m. – 6 p.m.
Phone: (843) 849-6161
Dorchester Road Library
9 a.m. - 6 p.m.
Phone: (843) 552-6466
Edgar Allan Poe/Sullivan's Island Library
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Phone: (843) 883-3914
John's Island Library
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McClellanville Library
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Phone: (843) 887-3699
Edisto Library
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Wando Mount Pleasant Library
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Phone: (843) 805-6888
Otranto Road Library
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Hurd/St. Andrews Library
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Bees Ferry West Ashley Library
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Village Library
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Phone: (843) 884-9741
Keith Summey North Charleston Library
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تأثیر نقش طبقة محصول در تبلیغات هیجانی مبتنی بر ویژگی ها و یا کارکرد نهایی (Persian)
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- Author(s): سارا شاکری; کامبیز حیدرزاده; فرهاد غفاری
- Source:
New Marketing Research Journal; Winter2019, Vol. 8 Issue 3, p159-178, 20p - Source:
- Additional Information
- Alternate Title: The Effect of the Role of Product Category in Attribute-based versus End-benefit Oriented Emotional Advertising. (English)
- Abstract: The main purpose of this research is to investigate the effect of the role of product category in attribute-based versus end-benefit oriented emotional advertising. In this research, by using the experimental method, the conceptual framework of this issue and also the effect of each independent variables including advertising appeal, product type, presentation format and involvement level on dependent variables like brand attitude and advertising attitude are discussed. In this study, by the use of the experimental method, advertising pictures that are about factorial designs of 2*2*2*2 (Hedonic-Utilitarian), (High involvement-Low involvement), (Pictorial- Verbal), (Emotional-Non-emotional) were distributed to 400 students. The findings indicated that emotional appeal in advertisements increases the brand attitude and also the advertising effect. Emotional advertising appeal for a low-involvement and hedonic product increases the brand attitude and advertising effect. Also we came to the conclusion that when an advertisement is emotional, the brand attitude in low-involvement products with the pictorial presentation is better than verbal. And for high-involvement products, the verbal presentation is better that pictorial. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of New Marketing Research Journal is the property of University of Isfahan and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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