An Exploration for Utilitarian Products' Advertisements with Emotional Appeals-Using the Banner Ads on YAHOO!TAIWAN and YAHOO!JAPAN as Examples
碩士 === 東吳大學 === 國際經營與貿易學系 === 105 === Per the existing literature (Geuens, Pelsmacker, & Faseur, 2011), utilitarian goods are more suitable for rational appeals. But consumers are not just need the goods' function or services now. They pay more attention to the moving, want to show their pe...
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| Format: | Others |
| Language: | zh-TW |
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2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/kpqxjg |