How mood and ad-self-congruency affect the relative influence of hedonic ad appeals and utilitarian ad appeals on brand evaluations

Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/17200

題名:	How mood and ad-self-congruency affect the relative influence of hedonic ad appeals and utilitarian ad appeals on brand evaluations
作者:	張卿卿
日期:	2002
上傳時間:	18-Dec-2008
關聯:	annual meeting of Association for Consumer Research
資料類型:	conference
Appears in Collections:	會議論文

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