文化大學機構典藏 CCUR:Item 987654321/24333
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 46962/50828 (92%)
造访人次 : 12440432      在线人数 : 488
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于CCUR ‧ 管理 到手机版


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/24333


    题名: The Role of Endorsers, Framing, and Rewards on the Effectiveness of Dietary Supplement Advertisements
    作者: Wu, WY (Wu, Wann-Yih)
    Linn, CT (Linn, Cho Thwe)
    Fu, CS (Fu, Chen-Su)
    Sukoco, BM (Sukoco, Badri Munir)
    贡献者: Chinese Culture Univ
    关键词: PROTECTION MOTIVATION THEORY
    INTRINSIC MOTIVATION
    AD
    PRODUCT
    BRAND
    INFORMATION
    BEHAVIOR
    ATTITUDE
    PERSUASIVENESS
    BELIEVABILITY
    日期: 2012
    上传时间: 2013-02-26 13:26:51 (UTC+8)
    摘要: This study examined the effects of endorsers, message framing, and rewards on consumers' responses toward dietary supplement advertisements in terms of ad liking and ad believability, attitude toward the advertisement, attitude toward the brand, and behavioral intention. The results of 2 x 2 x 2 factorial design show that viewers respond differently to different types of endorser, message framing, and rewards. Rewards have moderate influences on consumers' ad liking when combined with different framed messages and endorsers. Endorsers, message framing, and rewards are interrelated; it is notable that respondents express more ad liking when celebrity endorser, positive framing, and extrinsic reward are used in combination. The authors found that ad liking and ad believability have an effect on attitude toward the advertisement and the brand. In addition, the authors found that (a) attitude toward the advertisement has relations with attitude toward the brand and behavioral intention and (b) attitude toward the brand has a significant influence on behavioral intention. These results can also be useful for marketers with regard to developing and implementing their marketing activities to specific customer segment.
    關聯: JOURNAL OF HEALTH COMMUNICATION 卷: 17 期: 1 頁數: 54-75
    显示于类别:[企業管理學系暨國際企業管理研究所] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML409检视/开启


    检视Licence

    在CCUR中所有的数据项都受到原著作权保护.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈