Advertising Emotional Appeals to Advertising Effectiveness: The Moderating Role of Self-construal
碩士 === 國立臺灣大學 === 商學研究所 === 105 === Personality is a stable segment variables for advertising. The present research explore the impacts of self-construal on the effectiveness of different advertising appeals. The study consisted of a 3 (advertising appeals: rational / individual emotional / group em...
| 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/bqysfm |