http://ir.sinica.edu.tw/handle/201000000A/78716
Title: | How mood and ad-self-congruency affect the relative influence of hedonic ad appeals and utilitarian ad appeals on brand evaluations | Authors: | Chingching Chang | Issue Date: | 2004 | Relation: | Advances in Consumer Research 31, 721-727 | URI: | http://ir.sinica.edu.tw/handle/201000000A/78716 |
Appears in Collections: | 人文社會科學研究中心 |
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