The influence of language of advertising on customer patronage intention: testing moderation effects of race
The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this stu...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IDOSI Publications
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/38586/1/10.pdf |