Skepticism toward Advertising Influence on Ad effects: The Moderating Roles of Ad Involvement, Product Knowledge and Product Involvement.
碩士 === 國立臺北大學 === 企業管理學系 === 95 === Billions of dollars spend in advertisements (ads) every year. Advertisers trend to increase consumers’ positive brand attitude, eliminate or decrease their doubt to ads, and correct their cognition of product by ads. Beside, consumers will selective perception. Th...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/01418852155726348119 |