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The effect of advertising appeal type on Chinese college students‘ attitude toward advertising message - Exploring the moderation effect of brand type -

임창만 강민정 2019년

논문상세정보
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' The effect of advertising appeal type on Chinese college students‘ attitude toward advertising message - Exploring the moderation effect of brand type -' 의 주제별 논문영향력
논문영향력 선정 방법
논문영향력 요약
주제
  • Advertising appeal
  • Attitude toward advertising message
  • Guilt-inducing message
  • National brand
  • Private brand
  • 광고메시지에 대한 태도
  • 광고소구
  • 유통업체 브랜드
  • 제조업체 브랜드
  • 죄책감
동일주제 총논문수 논문피인용 총횟수 주제별 논문영향력의 평균
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' The effect of advertising appeal type on Chinese college students‘ attitude toward advertising message - Exploring the moderation effect of brand type -' 의 참고문헌

  • 광고 크리에이티브에서 브랜드스토리 유형이 소비자태도에 미치는 영향
    이철영 [2010]
  • Subjective and experiential correlates of guilt in daily life
  • Psychological Processes and Advertising Effects: Theory, Research, and Applications, Linda Allowed and Andrew Mitchell
    R. J. Lutz [1985]
  • Guilt appeals in advertising: What are their effects?
  • Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent
    J. Cotte [2005]
  • Conceptualizing guilt in the consumer decision-making process
  • A content analysis of guilt appeals in popular magazine advertisements