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碩士 === 國立中央大學 === 企業管理學系 === 105 === This study explores the combinatory effects of advertising appeals and product category on attitude toward the brand, attitude toward the ad, and self-brand connection. A two-factor experimental design was employed with advertising appeals (rational vs. emotional...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/g8jx2a |