廣告對品牌溝通效果之影響-從幽默廣告類型討論

The Influence of Advertisements on Brand Communication Effects - from the Discussion of the Types of Humorous Advertisements

郭智弘(Chih-Hung Kuo)

指導教授 ： 婁國仁 ； 李月華

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.01145

摘要

本篇摘要未授權

關鍵字

品牌溝通效果 ； 廣告涉入程度 ； 幽默廣告 ； 廣告態度

並列摘要

This abstract would not be displayed due to no authorization.

並列關鍵字

brand communication effect ； the degree of advertising involvement ； humorous advertisement ； advertising attitude

參考文獻

7. Chao-Chuan,Yu (2006). Metropolitan Consumer Ethnocentrism and Consumer Attitudes towards Foreign Service brand-international Flying Industry Case, Soochow Journal of Economics and Business, Vol.52, 151-174

22. Lutz, J. Richard (1985), Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework” In Linda F. Alwitt and Andrew A. Mitchell, Psychological Processes and Advertising Effects, New York: Erlbaum, 45-63.

A. English reference

3. Beard, F. K. (2005). One hundred years of humor in American advertising. Journal of Macromarketing, 25(1), 54-65.

4. C. Whan Park and S. Mark Young (1986). Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation. Journal of Marketing Research, Vol. XXIII, 1-24