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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/74668
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/74668

    Title: The Role of Ad-Evoked Consumption Visions Predicting Brand Attitudes: A Relevancy Principle Model
    Authors: Chang, Ching-Ching
    Contributors: 廣告系
    Date: 2012
    Issue Date: 2015-04-17 14:02:51 (UTC+8)
    Abstract: 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.
    Relation: Psychology and Marketing, 29(12), 956-967
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1002/mar.20577
    DOI: 10.1002/mar.20577
    Appears in Collections:[廣告學系] 期刊論文

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