| dc.contributor | 廣告系 | - |
| dc.creator (作者) | Chang, Ching-Ching | - |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2012-12 | - |
| dc.date.accessioned | 17-Apr-2015 14:02:51 (UTC+8) | - |
| dc.date.available | 17-Apr-2015 14:02:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2015 14:02:51 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/74668 | - |
| dc.description.abstract (摘要) | This study examined ad-evoked consumption visions to argue that when people are concerned about consumption experiences, they consider consumption visions relevant formulating brand attitudes. To the degree that consumers perceive consumption visions as relevant, they should significantly influence brand attitudes. This research proposed a relevancy principle model to show that three possible factors likely enhance the relevancy of consumption visions and thus increase their influences on brand attitudes: product characteristics (i.e., hedonic nature), ad characteristics (i.e., consumption ad copy), and consumer characteristics (i.e., processing styles). © 2012 Wiley Periodicals, Inc. | - |
| dc.format.extent | 363683 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Psychology and Marketing, 29(12), 956-967 | - |
| dc.title (題名) | The Role of Ad-Evoked Consumption Visions Predicting Brand Attitudes: A Relevancy Principle Model | - |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1002/mar.20577 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1002/mar.20577 | - |
