The Study on the Influence of Parody Attack Ads in Consumer Attitude, Brand Image and Purchase Intention on Facebook – A Case of M Brand
博士 === 國立中央大學 === 資訊管理學系 === 103 === Parody in advertising is one way to create funny advertising messages. The purpose of a parody attack ad is to unveil the truth about or defect in a brand, mock consumers for following a brand, and attack the reputation of a leading brand. This study proposes a f...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/x67vdj |