Visual art in advertising: The moderating effect of hedonic vs. utilitarian product positioning
- Publication Type
- Contribution to conference
- Authors
- Huettl, V.; Gierl, H.
- Year of publication
- 2012
- Published in
- Proceedings of the 41st Annual Conference of the European Marketing Academy (EMAC)
- Conference name
- EMAC
- Conference location
- Lisabon
- Conference date
- Mai 2012