Toward a Further Understanding of Advertising Persuasion in Marketing Communication: The Influence of Advertising Appeals on Consumers’ Elaboration
博士 === 義守大學 === 管理學院管理碩博士班 === 102 === An appropriate advertising appeal strategy is very important tactics in marketing communication (Johar & Sirgy, 1991). The persuasive effect of match between advertising appeal and product type would be more powerful than that mismatch (Nelson, Shavitt, Sch...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/fxd8hy |