The effects of service types, advertising appeals and attributes on advertising effectiveness
碩士 === 國立臺灣大學 === 商學研究所 === 96 === Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/84773815162313184129 |