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Davide Christian Orazi,Max Nikolaus Theilacker 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
Employing a 2 (Source disclosure: Health agency vs. Co-created) x 2 (Co-creator identity: General vs. Specific) between-subjects fractional factorial design, this research explores how the disclosure of consumer involvement in developing public health messages can increase advertising effectiveness. This effect is enhanced by revealing the co-creator’s identity and experience with the health issue.
Davide Christian Orazi,Max Nikolaus Theilacker 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Employing a 2 (Source disclosure: Health agency vs. Co-created) x 2 (Co-creator identity: General vs. Specific) between-subjects fractional factorial design, this research explores how the disclosure of consumer involvement in developing public health messages can increase advertising effectiveness. This effect is enhanced by revealing the co-creator’s identity and experience with the health issue.