The Effects of Product Placement Type and Brand Awareness on the Attitudes toward the Advertorials in Print Media: The Moderating Role of Product Category
碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === The purpose of this study was to examine the effect of product placement (PPL) type and brand awareness on attitudes toward the advertorials and the moderating effect of product categories. The hypotheses were tested by using a 2 (types of PPL— prominent vs....
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/16346373666978887757 |