Communicating value to enhance service visualization
Purpose: This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness. Design/methodology/approach: Banking advertisements, incorporating message stimuli derived from salient values desired by...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2018
|
| Subjects: | |
| Online Access: | View Fulltext in Publisher |