The Advertising Effects of Comparative Advertising：Using Product Involvement and Need for Cognition as Intervening Variables
碩士 === 東吳大學 === 企業管理學系 === 93 === Due to the recent awakening of consumer awareness, the traditional ways of advertisement can not longer satisfy consumer’s need for knowledge of goods and services; therefore, comparative advertising has become an increasing trend. Although there are many other rese...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/49860933326629426793 |