The Effects of Brand Origin and Code-Switching Language Congruence on Product Evaluations.The Moderating Effect of Consumer Identity
碩士 === 國立東華大學 === 企業管理學系 === 98 === The use of code-switching has become widespread in Taiwanese advertisement, this includes texts, pictures and models. But, can Taiwanese consumers accept code-switching being used in advertisement? The aim of this research was to investigate whether the consumer’s...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/78307296458105426556 |