The appeals and level of involvement influencing purchasing decision

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.