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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/78711
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/78711

    Title: 女性私密處保養品廣告中框架與代言人一致性對廣告態度、品牌態度、購買意圖之影響
    The influence towards ad attitude, brand attitude and purchase intention -- from the perspective of the consistency between framing and endorser in female hygiene product ad
    Authors: 李明芬
    Li, Ming Fen
    Contributors: 張卿卿
    Chang, Ching Ching
    Li, Ming Fen
    Keywords: 框架理論
    Date: 2015
    Issue Date: 2015-10-01 14:09:29 (UTC+8)
    Abstract: 隨著保養的觀念越來越興盛,女性私密處保養品也趁勢而起,向消費者推廣私密處保養的重要性,而在眾多的女性私密處保養品品牌中,不同的品牌存在不同的框架手法與不同的代言人選擇。對於廣告主來說,使用哪一種角度做切入的廣告會較符合台灣女性消費者的偏好,是本研究的研究重點。


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    Pollster波仕特線上市調網(2012)。〈近六成三民眾認為 女性私密處需要專門的保養品〉。上網日期:2014年10月15日,取自http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1901
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102452012
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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