PRODUCT INVOLVEMENT IN THE LINK BETWEEN SKEPTICISM TOWARD ADVERTISING AND ITS EFFECTS

NCU Institutional Repository > 管理學院 > 企業管理學系 > 期刊論文 > Item 987654321/51767

請使用永久網址來引用或連結此文件: http://ir.lib.ncu.edu.tw/handle/987654321/51767

題名:	PRODUCT INVOLVEMENT IN THE LINK BETWEEN SKEPTICISM TOWARD ADVERTISING AND ITS EFFECTS
作者:	Chen,FP;Leu,JD
貢獻者:	企業管理學系
關鍵詞:	INFORMATION
日期:	2011
上傳時間:	2012-03-27 19:05:07 (UTC+8)
出版者:	國立中央大學
摘要:	Each year businesses spend millions of dollars on advertising to engender a positive attitude among consumers about a specific brand, eliminate any mistrust and suspicion about advertising, and rectify wrong attributions about products. In this research we focused on how doubt about advertisements impacts on their effectiveness, in regard to brand attitude and purchasing intention. We adopted the seemingly unrelated regression model to estimate the parameter, and the mutual relationships among several regression equations are taken into consideration. There were 337 participants in this experiment, and as indicated by the result, doubt about advertisements had a negative effect on brand attitude and purchasing intention. This negative effect will disrupt product involvement.
關聯:	SOCIAL BEHAVIOR AND PERSONALITY
顯示於類別:	[企業管理學系] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
index.html		0Kb	HTML	560	檢視/開啟

在NCUIR中所有的資料項目都受到原著作權保護.

社群 sharing