Speak or Not to Speak? The Impacts of Language Choice on Consumers’ Advertising Attitude and Purchase Intention
博士 === 國立雲林科技大學 === 企業管理系 === 107 === Abstract Purpose of the Research: This research is conducted to understand whether linguistic capital will affect advertising attitude and purchase intention of the audience. Furthermore, this research explores whether culture capital of the spokesperson will af...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/afx78c |