The Impact of Degree of Ad-Brand Incongruity in Building Attitudes of Rebranding
碩士 === 國立臺北大學 === 企業管理學系 === 104 === Recent years have seen increased attention being given to impacts of corporate rebranding strategy on consumers’ attitude structure in empirical research. Based on schema theory, advertising rhetoric and naïve dialecticism, this article contribute to research on...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/33818416433613114489 |