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The Effect of Terminologies on Attitudes Toward Advertisements and Brands: Consumer Product Knowledge as a Moderator |
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| Authors: | Shih-Chieh Chuang Chia-Ching Tsai Yin-Hui Cheng Ya-Chung Sun |
| Affiliation: | (1) Department of Business Administration, National Chung Cheng University, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan;(2) National Yunlin University of Science and Technology, Yunlin, Taiwan;(3) Department of International Business, National Taichung University, 140 Min-Shen Road, Taichung, 40306, Taiwan;(4) Vanung University, Chung-Li, Taiwan |
| Abstract: | PurposeThe purpose of this study is to investigate the relationship between advertisement terminology and consumer product knowledge in the attitudes toward advertisements and brands. |
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