Humorous advertising, incongruity-resolution, brand awareness, eye-tracking, advertising effectiveness
碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 100 === The purpose of this study is to discuss the impact of humorous appeals (incongruity, incongruity-resolution, and non-humorous) and brand awareness level on the advertising effectiveness. This study implies the eye-tracking technology to measure the audience a...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/65723628425827976069 |