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題名 | 品牌故事功能對顧客廣告態度與品牌態度之影響--兼論品牌知名度之干擾角色=The Impacts of Brand Story Functions on Consumers' Attitude toward Advertising and Brand Attitude--Including the Moderating Role of Brand Awareness |
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作者 | 鍾育明; 黃樸生; Chung, Yu-ming; Huang, Pu-sheng; |
期刊 | 北商學報 |
出版日期 | 20160700 |
卷期 | 27-30 2016.07[民105.07] |
頁次 | 頁47-79 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌故事廣告功能; 情緒感染; 能耐; 廣告態度; 品牌態度; 品牌知名度; Brand story function; Emotional contagion; Competency; Attitude toward advertising; Brand attitude; Brand awareness; |