# The role of informational versus transformational ad appeals in building consumer-based brand equity for low involvement products

> Research article (The Journal of Marketing Theory and Practice, 2023) · cited 16× · AI/ML

**Wikidata**: [openalex:W4386169237](https://www.wikidata.org/wiki/openalex:W4386169237)  
**Source**: https://4ort.xyz/entity/the-role-of-informational-versus-transformational-ad-appeals-in-building-consumer-based-brand-equity-for-low-involvement