EXPLORING THE ROLE OF IMPLICIT AND EXPLICIT MEMORY THROUGH PURCHASE INTENTION OF AIRASIA PRODUCTS
Advertising appeals, namely emotional and rational appeals are both considered as a well-known message strategy in advertising body of knowledge. However, there has been limited study to understand the relationships between both appeals and memory, namely implicit and explicit memory. Same situation...
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| Format: | Thesis |
| Language: | English English |
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UNIMAS IR
2025
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| Online Access: | http://ir.unimas.my/id/eprint/48102/ |
| Abstract | Abstract here |