The Interaction Effects of Comparative Ad Intensity and Brand Attachment on Ad Effectiveness
碩士 === 長庚大學 === 工商管理學系 === 102 === The literature has indicated that comparative advertising intensity and brand attachment will have impact on the effectiveness of comparative ads. However, little is known about how is the interaction between comparative advertising intensity and brand attachment,...
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| Format: | Others |
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2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/f3hj6q |