The Impact of Negative Appeals and Humorous Appeals on the Remove Advertising Effectiveness – The Moderating Effects of Gelophobia Tendency
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 106 === The purpose of this study is to discuss the impacts of remove activities under different degrees of negative political advertising (issue attack / image attack), humor appeals (humor / non-humor) on advertising effectiveness, and the moderate variable is vote...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/b9995d |