Subjective or Objective? The Influence of Comparative Advertising Appeals on Advertising Effects
碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The main purpose of this study is to understand how product advertising appeals and advertising message presentation affect advertising effectiveness. (e.g.,advertising attitudes and purchase intention.) This study conducted a 2 (product advertising...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/ebtkz7 |