Subjective or Objective? The Influence of Comparative Advertising Appeals on Advertising Effects
碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The main purpose of this study is to understand how product advertising appeals and advertising message presentation affect advertising effectiveness. (e.g.,advertising attitudes and purchase intention.) This study conducted a 2 (product advertising...
Main Authors: | YU,JIUNN-MING, 尤俊明 |
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Other Authors: | Lee,Hsiao-Ching |
Format: | Others |
Language: | zh-TW |
Published: |
2016
|
Online Access: | http://ndltd.ncl.edu.tw/handle/ebtkz7 |
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