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題名:比較式手法引起的廣告態度之中介效果模式探討
書刊名:廣告學研究
作者:黃聖哲
作者(外文):Huang, Sheng-jer
出版日期:2006
卷期:26
頁次:頁61-82
主題關鍵詞:中介效果手法比較式廣告廣告態度操弄意圖推論AttitudeComparative advertisingInferenceManipulationTactic
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:7
  • 點閱點閱:36
期刊論文
1.翁景民(19960800)。公益廣告效果態度中介模式之研究。臺大管理論叢,7(2),127-146。new window  延伸查詢new window
2.葉明義、陳志賢(19990300)。以廣告態度中介模式驗證比較性廣告效果。管理學報,16(1),1-19。new window  延伸查詢new window
3.Muehling, D. D.、Stoltman, J. J.、Grossbart, S.(1990)。The Impact of Comparative Advertising on Levels of Message Involvement。Journal of Advertising,19(4),41-50。  new window
4.Shimp, T. A.、Dyer, D. C.(1978)。The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand。Journal of Advertising,7(3),13-19。  new window
5.Prasad, V. K.(1976)。Communications-Effectiveness of Comparative Advertising - a Laboratory Analysis。Journal of Marketing Research,13(2),128-137。  new window
6.Jain, S. P.、Buchanan, B.、Maheswaran, D.(2000)。Comparative versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability。Journal of Consumer Psychology,9(4),201-211。  new window
7.Campbell, M. C.(1995)。When attention-getting advertising tactics elicit consumer inferences of manipulative intent:The importance of balancing benefits and investments。Journal of Consumer Psychology,4(3),225-254。  new window
8.Meuhling, D. D.、Lacznizk, R. N.、Stoltman, J. J.(1991)。The moderating effects of ad message involvement: A reassessment。Journal of Advertising,20(2),29-38。  new window
9.Holbrook, M. B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Response to Advertising。Journal of Consumer Research,14(3),404-420。  new window
10.Barry, Thomas E.(1993)。Comparative Advertising: What Have We Learned in Two Decades?。Journal of Advertising Research,33(2),19-29。  new window
11.Muehling, Darrel D.(1987)。Comparative advertising: The influence of attitude toward the ad on brand evaluation。Journal of Advertising,16(4),43-49。  new window
12.Swinyard, William R.(1981)。The Interaction Between Comparative Advertising and Copy Claim Variation。Journal of Marketing Research,18(2),175-186。  new window
13.Wilkie, William L.、Farris, Paul W.(1975)。Comparison Advertising: Problems and Potential。Journal of Marketing,39(4),7-15。  new window
14.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology,51(6),1173-1182。  new window
15.林建煌、林育聰(19930100)。比較性廣告之比較方式對廣告效果之影響。廣告學研究,1,33-65。new window  延伸查詢new window
16.Friestad, Marian、Wright, Peter(1994)。The Persuasion Knowledge Model: How People Cope with Persuasion Attempts。Journal of Consumer Research,21(1),1-31。  new window
17.Madden, Thomas J.、Allen, Chris T.、Twible, Jacquelyn L.(1988)。Attitude toward the ad: An assessment of diverse measurement indices under different processing “sets”。Journal of Marketing Research,25(3),242-252。  new window
18.別蓮蒂(2004)。優勢與平位比較性廣告之策略運用及溝通效果。管理學報,21(1),47-62。new window  延伸查詢new window
19.Barry, T. E.(1993)。Twenty years of comparative advertising in United State。International of Journal of Advertising,12,325-350。  new window
20.Barry, T. E.、Tremblay, R. L.(1975)。Comparative advertising:Perspectives and Issues。Journal of Advertising,4(4),15-20。  new window
21.Blech, G. E.(1981)。An examination of comparative and non-comparative television commercials:the effects of claims variation and repetition on cognitive response and message acceptance。Journal of Marketing Research,18(3),333-349。  new window
22.Boddewyn, J. J.、Marton, K.(1978)。Comparison advertising and consumers。Journal of Contemporary Business,7(4),135-147。  new window
23.Golden, L.(1979)。Consumer reaction to explicit brand comparisons in advertising。Journal of Marketing Research,16(4),517-532。  new window
24.Grossbart, S., Meuling, D. D.、Kangun, N.(1986)。Verbal and visual references to competition in comparative advertising。Journal of Advertising,15(1),10-23。  new window
25.Harris, K.(1967)。How Stirling Gestchell chased Walter Chrysler-and hired a mail boy。Advertising Age,July 31。  new window
26.Levine, P.(1976)。Commercial that name competing brands。Journal of Advertising Research,16(6),7-14。  new window
27.Swayne, L. E.、Stevenson, T. H.(1987)。Comparative advertising in horizontal business publications。Industrial Marketing,16(1),71-76。  new window
會議論文
1.Beltramini, R. F.(1982)。Advertising perceived believability scale。KS:Wichita State University。1-3。  new window
2.Chang, C. C.(2000)。Processing Ads in a competitive context。Washington DC.。  new window
圖書
1.Festinger, L. A.(1957)。A theory of genitive dissonance。Stanford Calif。  new window
2.Sheluga, D. A.、Jacoby, J.(1978)。Do comparative claim encourage comparison shopping? The impact of comparative claims in consumers' acquisition of product information。Current issues and research in advertising。Ann Arbor,MI。  new window
 
 
 
 
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