Assessing the Imagination Scale’s Nomological Validity: Effect of Hedonic versus Utilitarian Product Types and Abstract versus Concrete Advertising Execution

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Assessing the Imagination Scale’s Nomological Validity: Effect of Hedonic versus Utilitarian Product Types and Abstract versus Concrete Advertising Execution

Dewi, Ike Janita and Ang, Swee Hoon (2020) Assessing the Imagination Scale’s Nomological Validity: Effect of Hedonic versus Utilitarian Product Types and Abstract versus Concrete Advertising Execution. Gadjah Mada International Journal of Business, 22 (2). pp. 118-136. ISSN Print 1411-1128 Online 2338-7238

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Item Type	Article
Subjects	H Social Sciences > HY Management
Divisions	Faculty of Economics > Department of Management
Date Deposited	08 Jun 2021 00:06
Last Modified	10 May 2022 03:02
URI	https://repository.usd.ac.id/id/eprint/39675

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