Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals

Kara ChanJingyuan ShiLuisa AganteSuzanna J. OpreeThanaseelen a/l K.P. Rajasakran2024-10-182024-10-182021-05-31http://link.springer.com/article/10.1007/s12208-021-00291-6https://dspace-cris.utar.edu.my/handle/123456789/3549Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appealsjournal-article