KHANG, Nguyen The; NGOC, Pham Thi Bich. Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, [S. l.], v. 8, n. 1, p. 37–49, 2018. DOI: 10.46223/HCMCOUJS.econ.en.8.1.171.2018. Disponível em: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/171. Acesso em: 17 jul. 2026.