The influence of language of advertising on customer
patronage intention: testing moderation effects of race

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The influence of language of advertising on customer patronage intention: testing moderation effects of race

The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this stu...

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Bibliographic Details
Main Authors:	Rahman, Muhammad Sabbir, AbdelFattah, Fadi AbdelMuniem, Mat Daud, Nuraihan, Osman, Mohamad
Format:	Article
Language:	English
Published:	IDOSI Publications 2014
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/1/10.pdf

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