A Study on the Relationship of Advertising Appeal, Advertising Spokesperson, Advertising Attitude and Purchase Intention
碩士 === 真理大學 === 管理科學研究所 === 97 === The main purpose of this research is to investigate the effectiveness of the attitude toward advertising and purchase intention under different type of advertising appeal (rational/emotional), different type of spokespersons (celebrity/expertise). This study uses 2...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/92358003351885130735 |