The Influences of Humorous Advertising on the Advertising Attitude - The Moderating Effects of advertising appeal and product involvement.
碩士 === 輔仁大學 === 管理學院經營管理碩士學程 === 98 === This study attempts to assess different impacts of three types of humorous advertisings (cognitive humor / affective humor / social humor) on advertising attitude. Furthermore, different advertising appeals (rational appeal / emotional appeal) and product invo...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/44354718587254990389 |