How Effective Is the Green Advertising Appeal? The Comparison of Egoistic and Altruistic Appeal in Green Print Ads
碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === This study aims to compare the effectiveness of egoistic and altruistic appeals in green print advertisement considering various product involvements and environmental value. The result showed that the egoism appeal is the better way to persuade consumers to go...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2013
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/45518936274024782579 |