The Advertising Effects of model attractiveness：With Regulatory Focus as a Moderator
碩士 === 臺灣大學 === 商學研究所 === 98 === Based on regulatory focus theory and match-up hypothesis, this research investigates the interaction effect of self-regulatory focus and model attractiveness on advertising effectiveness. With three dependent variables—attitude toward advertisement, brand attitude an...
| 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/48659211065791903712 |