Exploring Advertising Effectiveness of Personal Nostalgia and Historical Nostalgia Cartoon—The Moderating Role of Experiential Analogy and Self-construal
碩士 === 國立雲林科技大學 === 企業管理系 === 107 === This study conducted two experiments. Experiment 1 is aimed to impacts from preference for the base experience (high preferences vs. low preferences) and self-construal (independent self-construal vs. interdependent self-construal) on purchase intention and adve...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/anp9a9 |