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广告态度研究初探

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摘要 广告态度是广告效果的中介变量。它对品牌态度和购买意向具有重要影响。同时,它还可能影响消费者的购买行为并对企业盈利产生一定作用。20世纪80年代以后,欧美学者对其展开大量调研并取得丰厚的理论成果。
作者 顾远萍
出处 《现代传播:中国传媒大学学报》 CSSCI 北大核心 2014年第6期157-158,共2页
作者简介 中国传媒大学广告学博士研究生,长春师范大学传媒学院讲师
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