The effect of terminologies on attitudes toward advertisements and brands: Consumer product knowledge as a moderator

Journal of Business and Psychology

Volumn 24, Issue 4, 2009, Pages 485-491

  Chuang, Shih Chieh ^a   Tsai, Chia Ching ^b   Cheng, Yin Hui ^c   Sun, Ya Chung ^d  

^a NATIONAL CHUNG CHENG UNIVERSITY   (Taiwan)

^b NATIONAL YUNLIN UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Taiwan)

^c NATIONAL TAICHUNG UNIVERSITY OF EDUCATION   (Taiwan)

^d VANUNG UNIVERSITY   (Taiwan)

Author keywords

Attitudes toward advertisements; Attitudes toward brands; Consumer product knowledge; Terminology

Indexed keywords

EID: 84895911022     PISSN: 08893268     EISSN: None     Source Type: Journal    
DOI: 10.1007/s10869-009-9122-4     Document Type: Article

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