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https://ah.lib.nccu.edu.tw/handle/140.119/74668
題名: | The Role of Ad-Evoked Consumption Visions Predicting Brand Attitudes: A Relevancy Principle Model | 作者: | Chang, Ching-Ching 張卿卿 |
貢獻者: | 廣告系 | 日期: | Dec-2012 | 上傳時間: | 17-Apr-2015 | 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. | 關聯: | Psychology and Marketing, 29(12), 956-967 | 資料類型: | article | DOI: | http://dx.doi.org/10.1002/mar.20577 |
Appears in Collections: | 期刊論文 |
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