The Effectiveness of Advertising Appeal and Message Frame in Consumers’ Ambivalent Attitudes and Purchase Intentions toward Green Products
碩士 === 朝陽科技大學 === 企業管理系 === 102 === The aim of this study is to investigate the effectiveness of different green advertising appeals and message frames on consumers’ ambivalent attitudes of green products considering the moderate effects of consumers’ environmental values. We recruited students (N=2...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/92687027076028308460 |