Year of Award
Master of Philosophy (MPhil)
Hong Kong Baptist University. Dept. of Marketing.
Advertising, Public service, Persuasion (Psychology), Social marketing
Cheung, Wai Piu, "Responsiveness to affective appeals in public service advertising : the moderating and mediating roles of gender, age, and ad-evoked emotions" (1999). Restricted Access Theses and Dissertations. 183.