The contextual effects of the former ad on consumers' evaluations of the latter ad
碩士 === 國立政治大學 === 企業管理研究所 === 92 === The purpose of this study is to investigate the contextual effects the former ad will exert on the evaluation of the latter ad, under different consistency of appeals and branding strategies between these two ads. Moreover, the message type in the latter ad and...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/60353501363038993795 |