A Study of Effects of the Advertising Performance by Advertising Message Appeals and Product Classification
碩士 === 義守大學 === 管理科學研究所 === 90 === ABSTRACT This study examines the direct and interactive effects of advertising message appeals, product classification, and product knowledge of consumers on advertising performance measured by advertising attitude, product attitude and consumers’ purcha...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2002
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| Online Access: | http://ndltd.ncl.edu.tw/handle/54933090775301234908 |