A Study on the Influence of Purchasing Intension of Advertising Comparative Strategy and Advertising Appeals Under Different Product Involvement Level
碩士 === 真理大學 === 管理科學研究所 === 91 === Advertisement plays the key role in communication between the firm and the consumer. Consumer can not only obtain more product information and knowledge but reduce the searching cost through it. Comparative advertising contains obvious and strong message cues to ca...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
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| Online Access: | http://ndltd.ncl.edu.tw/handle/93124385523812130788 |