Advertising appeals strategy: Moderating effect on the relationship between innovation and customer equity drivers in China

Hao Zhang, Eunju Ko, Charles R. Taylor

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

Fingerprint Dive into the research topics of 'Advertising appeals strategy: Moderating effect on the relationship between innovation and customer equity drivers in China'. Together they form a unique fingerprint.

Business & Economics