A Study of Interactive Effects of the Advertising Performance by Advertising Message,Previous Attitude of the Brand and Product Classification
碩士 === 義守大學 === 管理科學研究所 === 91 === This study examines the direct and interactive effects of advertising message appeals, message framings, product classification, and pre-attitude of the brand of consumers on advertising performance. Message appeals(rational and emotional appeal), product classific...
| 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/78369197125079197236 |