The Influences of Product Placement Modality and Humorous Scenario on Brand Memory and Brand Attitude
碩士 === 真理大學 === 管理科學研究所 === 97 === The aim of this study is, based on persuasion knowledge model and humorous effect literature, to examine the impact of product placement modality and humorous scenario on brand memory and brand attitude in the mind of consumers. By 2(placement modality: prominent p...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/97953551205264453764 |