Khang NT, Ngoc PTB. Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city. HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION [Internet]. 2018 Sep. 20 [cited 2026 Jul. 17];8(1):37-49. Available from: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/171