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


Title: How mood and ad-self-congruency affect the relative influence of hedonic ad appeals and utilitarian ad appeals on brand evaluations
Authors: 張卿卿
Date: 2002
Issue Date: 2008-12-18 11:58:34 (UTC+8)
Relation: annual meeting of Association for Consumer Research
Data Type: conference
Appears in Collections:[廣告學系] 會議論文

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