Exploring the influence of advertisement appeal, picture and product type in cause-related marketing on consumers' attitude and purchase intention
碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 103 === The purpose of this research is exploring the influence of product type in cause-related marketing (CRM) on consumers’ attitude and purchase intention. Besides, we also explore the moderating effect of advertisement appeal and picture. This study cond...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Online Access: | http://ndltd.ncl.edu.tw/handle/5983yv |