The Integrating Effect of Advertising and Negative Word-of-Mouth
碩士 === 國立臺灣大學 === 商學研究所 === 92 === Advertising and word-of-mouth communication(WOMC) are both important sources of product messages. However, little research has examined the integrated effects of them. Smith & Vogt（1995）had showed that consumer’s attitude will be interrupted by advertising an...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/97201207461176626343 |