Effectiveness of Cause-Related Marketing Advertisement: the Fit between Message Theme and Victim Style
碩士 === 崇右技術學院 === 經營管理研究所 === 105 === The present study employs an experimental design, with advertisement’s theme (product-based V.S. cause-related marketing) and beneficiaries (identifiable victims V.S. statistical victims) as independent variables to investigate consumers’ brand attitude, perce...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/33pq3h |