The Effect of Cultural Incongruence Between Ad Music and Ad Tone on Ad Effect
碩士 === 元智大學 === 企業管理學系 === 91 === This thesis primarily based on the research made by Kellaris, Cox and Cox (1993). They pointed out consumers would have better memory when ad music and its message are congruent. In this thesis, we proposed and proved that when the incongruence existed be...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
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| Online Access: | http://ndltd.ncl.edu.tw/handle/77094991539727782995 |