The influence of focal attribute type on effectiveness of comparative advertising
碩士 === 長庚大學 === 企業管理研究所 === 94 === The purpose of this study is to explore the effects of focal attribute type（search or experience attribute）and ad type（differentiative comparative, associative comparative, or noncomparative ad）on ad believability and attitude toward the ad. This study finds that:（...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/75397674179629702410 |