A Study of Message Framing, Involvement, Credibility, and Novel Attributes on Advertising Effectiveness
碩士 === 義守大學 === 管理研究所碩士班 === 96 === The study is based on incentive and attribution theory.It examines the interaction effects between advertising message framing, involvement, and credibility, novel attributes of consumers on advertising effectiveness measured by advertising attitude, product attit...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/50375499392317629842 |