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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/51767


    Title: PRODUCT INVOLVEMENT IN THE LINK BETWEEN SKEPTICISM TOWARD ADVERTISING AND ITS EFFECTS
    Authors: Chen,FP;Leu,JD
    Contributors: 企業管理學系
    Keywords: INFORMATION
    Date: 2011
    Issue Date: 2012-03-27 19:05:07 (UTC+8)
    Publisher: 國立中央大學
    Abstract: Each year businesses spend millions of dollars on advertising to engender a positive attitude among consumers about a specific brand, eliminate any mistrust and suspicion about advertising, and rectify wrong attributions about products. In this research we focused on how doubt about advertisements impacts on their effectiveness, in regard to brand attitude and purchasing intention. We adopted the seemingly unrelated regression model to estimate the parameter, and the mutual relationships among several regression equations are taken into consideration. There were 337 participants in this experiment, and as indicated by the result, doubt about advertisements had a negative effect on brand attitude and purchasing intention. This negative effect will disrupt product involvement.
    Relation: SOCIAL BEHAVIOR AND PERSONALITY
    Appears in Collections:[企業管理學系] 期刊論文

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