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Management & Marketing
Volume 17 (2022): Issue 3 (September 2022)
Open Access
The appeals and level of involvement influencing purchasing decision
Kateřina Matušínská
Kateřina Matušínská
and
Michal Stoklasa
Michal Stoklasa
| Oct 13, 2022
Management & Marketing
Volume 17 (2022): Issue 3 (September 2022)
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Published Online:
Oct 13, 2022
Page range:
234 - 254
DOI:
https://doi.org/10.2478/mmcks-2022-0013
Keywords
Foote-Cone-Belding (FCB) model
,
emotion
,
rationality
,
involvement theory
,
purchasing decision process
,
marketing
© 2022 Kateřina Matušínská et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Kateřina Matušínská
Silesian University in Opava,
The Czech Republic
Michal Stoklasa
Silesian University in Opava,
The Czech Republic