Effect on Advertising Appeals-- Market Maturing and Product Knowledge as Intervening Variables
碩士 === 長庚大學 === 企業管理研究所 === 92 === This research attempts to analyze the main and interaction effects of three factors, namely, market maturity, product knowledge, and advertising appeals on advertising effects. The former research, Chandy et al.(2001) did not include the product knowledge factor. T...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/35378088763890081210 |