Open AccessPropagandas de apelo emocional e utilitário: efeitos na atitude do consumidor e na percepção do brand equity de um celular Samsung
Author(s) -
Marconi Freitas da Costa,
André Luiz de Moraes Patriota,
Cláudio Felisoni de Ângelo
Publication year - 2017
Publication title -
revista de gestão
Language(s) - Portuguese
Resource type - Journals
eISSN - 2177-8736
pISSN - 1809-2276
DOI - 10.1016/j.rege.2017.05.004
Subject(s) - psychology , humanities , advertising , equity (law) , business administration , social psychology , political science , business , art , law
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