Rational and emotional advertising: a bibliometric analysis (1990 − 2020)

HIGHLIGHTS

• who: Habiba Elbardai et al. from the International University of Agadir, UniversiapolisMorocco Lorraine University-Nancy, France have published the Article: Rational and Emotional Advertising: A bibliometric Analysis (1990 u2212 2020), in the Journal: (JOURNAL)
• what: This study analyzes trends in the scientific literature on the concepts of rational and emotional advertising. The Article presents a bibliometric analysis of 96 studies on rational and emotional advertising taken from the Web of Science database (WOS) for the period 1990-2020. The analysis shows that published research related to rational and emotional 16 International Journal of Marketing Studies . . .
  

   

  

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