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M.(1997)。The reputational landscape。Corporate Reputation Review,1(1/2),5-13。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 6. | Biswas, Dipayan、Biswas, Abhijit、Das, Neel(2006)。The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions。Journal of Advertising,35(2),17-31。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 7. | Pieters, Rik、Wedel, M.(2004)。Attention capture and transfer in advertising: Brand, pictorial, and text-size effects。Journal of Marketing,68(2),36-50。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 8. | Choi, S. M.、Rifon, N. J.(2002)。Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Advertisements。Journal of Interactive Advertising,3(1),12-24。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 9. | Abed, F.(1994)。Visaul puns as interactive illustrations: Their effects on recognition memory。Metaphor and Symbol,9(1),45-60。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 10. | Applebaum, R. E.、Anatal, K. W. E.(1973)。Dimensions of source credibility: A test for reproducibility。Speech Monographs,40(3),231-237。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 11. | Attardo, Salvatore、Hempelmann, Christian F.、Di Maio, Sara(2002)。Script oppositions and logical mechanisms: Modeling incongruities and their resolutions。Humor: International Journal of Humor Research,15(1),3-46。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 12. | Chen, Z.、Mo, L.、Honomichl, R.、Sohn, M. H.(2010)。Analogical Symbols: The role of visual cues in long-term transfer。Metaphor and Symbol,25(2),93-113。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 13. | Harrison, A. G.、Treagust, D. F.(2006)。Teaching and learning with analogies。Metaphor and Analogy in Science Education,30,11-24。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 14. | Lafferty, B. A.、Goldsmith, R. E.(2004)。How influential are corporate credibility and endorser attractiveness when innovators react to advertisements for a new high-technology product。Corporate Reputation Review,7(1),24-36。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 15. | Mitchell, A. G.(2004)。Humor in Greek vase-painting。Revue Archeologique,1,3-32。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 16. | Mittelstaedt, J. D.、Riesz, P. C.、Bums, W. J.(2002)。Why are endorsements effective? Sorting among theories of product and endorser effects。Journal of Current Issues & Research in Advertising,22(1),55-65。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 17. | Obermiller, C.、Spangenberg, E. R.、MacLachlan, D. L.(2005)。Ad skepticism: The consequences of disbelief。Journal of Advertising,34(3),7-17。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 18. | Prendergast, G.、Liu, P. Y.、Poon, D. T. Y.(2009)。A Hong Kong study of advertising credibility。Journal of Consumer Marketing,26(5),320-329。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 19. | Sallam, M. A. A.(2011)。The impact of source credibility on Saudi consumers’ attitude toward print advertisement: The moderating role of brand familiarity。International Journal of Marketing Studies,3(4),63-77。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 20. | Soliha, E.、Dharmmesta, B. S.(2012)。The effect of source credibility and message framing on consumer risk perceptions with consumer product knowledge as a moderating variable: A literature review。Educational Research,3(2),108-177。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 21. | Whaley, B. B.(1993)。Analogy in persuasion: Translator’s dictionary or art?。Communication Studies,44(3),239-253。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 22. | Goldsmith, R. E.、Lafferty, B. A.、Newell, S. J.(2000)。The Influence of Corporate Credibility on Consumer Attitudes and Purchase Intent。Corporate Reputation Review,3(4),304-318。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 23. | Lafferty, Barbara A.、Goldsmith, Ronald E.、Newell, Stephen J.(2002)。The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions。Journal of Marketing Theory and Practice,10(3),1-11。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 24. | Read, S. J.、Cesa, I. L.、Jones, D. K.、Collins, N. L.(1990)。When is the Federal Budget Like a Baby? Metaphor in Political Rhetoric。Metaphor and Symbolic Activity,5(3),125-149。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 25. | Rossiter, J. R.、Percy, L.(1980)。Attitude change through visual imagery in advertising。Journal of Advertising,9(2),10-16。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 26. | Yi, Y.(1990)。Cognitive and affective priming effects of the context for print advertisments。Journal of advertising,19(2),40-48。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 27. | Yus, F.(2003)。Humor and the search for relevance。Journal of Pragmatics,35(9),1295-1331。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 28. | Jain, S. P.、Posavac, S. S.(2001)。Prepurchase Attribute Verifiability, Source Credibility, and Persuasion。Journal of Consumer Psychology,11(3),169-180。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 29. | McQuarrie, Edward F.、Mick, David Glen(2003)。Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising。The Journal of Consumer Research,29(4),579-587。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 30. | van Mulken, M.、van Enschot, Dijr R.、Hoeken, H.(2005)。Puns, relevance and appreciation in advertisements。Journal of Pragmatics,37(5),707-721。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 31. | Pornpitakpan, C.、Han, J. H.(2013)。The effect of culture and salespersons' retail service quality on impulse buying。Australasian Marketing Journal,21(2),85-93。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 32. | Goldsmith, R. E.、Lafferty, B. A.、Newell, S. J.(2000)。The impact of corporate credibility and celebrity credibility of consumer reactions to advertisements and brands。Journal of Advertising,29(3),43-54。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 33. | Patzer, G. L.(1983)。Source credibility as a function of communicator physical attractiveness。Journal of Business Research,11(2),229-241。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 34. | McQuarrie, Edward F.、Mick, David Glen(1996)。Figures of rhetoric in advertising language。Journal of Consumer Research,22(4),424-438。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 35. | Lutz, Kathy A.、Lutz, Richard J.(1977)。Effects of Interactive Imagery on Learning: Application to Advertising。Journal of Applied Psychology,62(4),493-498。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 36. | Vaughn, Richard(1980)。How Advertising Works: A Planning Model。Journal of Advertising Research,20(5),27-33。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 37. | Goldberg, Marvin E.、Hartwick, Jon(1990)。The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness。Journal of Consumer Research,17(2),172-179。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 38. | Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika,39(1),31-36。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 39. | MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing,53(2),48-65。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 40. | Spotts, Harlan E.、Weinberger, Marc G.、Parsons, Amy L.(1997)。Assessing the Use and Impact of Humor on Advertising Effectiveness: a Contingency Approach。Journal of Advertising,26(3),17-32。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 41. | Summerfelt, H.、Lippman, L.、Hyman, I. 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Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research,14(4),538-555。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 47. | Hovland, C. I.、Weiss, W.(1951)。The influence of source credibility on communication effectiveness。Public opinion quarterly,15(4),635-650。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 48. | Ohanian, Roobina(1990)。Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness。Journal of Advertising,19(3),39-52。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 49. | Lafferty, Barbara A.、Goldsmith, Ronald E.(1999)。Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad。Journal of Business Research,44(2),109-116。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 50. | Meyers-Levy, Joan、Malaviya, Prashant(1999)。Consumers' processing of persuasive advertisements: An integrative framework of persuasion theories。Journal of Marketing,63(4 suppl 1),45-60。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 51. | Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research,23(2),130-143。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 52. | Tom, G.、Eves, A.(1999)。The use of rhetorical devices in advertising。Journal of Advertising Research,25(3),13-27。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 53. | Lippman, G. L.、Sucharski, I. L.、Bennington, K.(2001)。Contextual connections to puns in fables: Perceive humor。The Journal of General Psychology,128(2),157-169。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 會議論文1. | Valitutti, A.、Strapparava, C.、Stock, O.(2008)。Textual affect sensing for computational advertising。2008 AAAI Spring Symposium on Creative Intelligent Systems。California:AAAI。117-122。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 2. | Ritchie, G.(1999)。Developing the incongruity-resolution theory。The AISB 99 Symposium on Creative Language,78-85。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 圖書1. | Belch, G. E.、Belch, M. A.(1994)。Introduction to advertising and promotion: An intergrated marketing communication perspective。Homewood, IL:Irwin。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 2. | Belch, G. E.、Belch, M. A.、Kerr, G. F.、Powell, I.(2008)。Advertising and promotion: An integrated marketing communications perspective。Sydney:McGraw-Hill。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 3. | Bruner, G. C.、Hensel, P. J.(1992)。Marketing scales handbook: a compilation of multi-item measures。Chicago, IL:American Marketing Association。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | 4. | Hempelmann, C. 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R.(1981)。On functions of pictures in prose。Neuropsychological and cognitive processes in reading。New York:Academic Press。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) | |
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