The appeals and level of involvement influencing purchasing decision
The aim of this paper is to find out how various product categories are influenced by rational or emotional appeals and the level of involvement in purchasing decisions with regard to selected demographic characteristics of Czech consumers. Scientific research is based on the theoretical assumptions...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2022-09-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2022-0013 |