| Item type |
紀要論文(ELS) / Departmental Bulletin Paper(1) |
| 公開日 |
2008-03-01 |
| タイトル |
|
|
タイトル |
広告の循環的反応モデルにおける熟成効果の測定 |
|
言語 |
ja |
| タイトル |
|
|
タイトル |
A Circulating Response Model of Advertising Effectiveness : Measurement of the Effect of Ripening |
|
言語 |
en |
| 言語 |
|
|
言語 |
jpn |
| 資源タイプ |
|
|
資源タイプ識別子 |
http://purl.org/coar/resource_type/c_6501 |
|
資源タイプ |
departmental bulletin paper |
| ページ属性 |
|
|
内容記述タイプ |
Other |
|
内容記述 |
P(論文) |
| 記事種別(日) |
|
|
|
論説 |
| 記事種別(英) |
|
|
|
en |
|
|
Article |
| 著者名(日) |
須永, 努
|
| 著者名よみ |
スナガ, ツトム
|
| 著者名(英) |
SUNAGA, Tsutomu
|
| 著者所属(日) |
|
|
|
千葉商科大学商経学部 |
| 抄録(英) |
|
|
内容記述タイプ |
Other |
|
内容記述 |
This research is empirically showing the validity of a circulating response model on advertising effectiveness. The model proposed in this paper is unique in the following points. First, it indicates that the responses of consumers to advertising are not linear, but circulating. Another point is, it embodies the idea that attitude of consumers towards the advertisement has effects on not only one specific stage but also in various stages of cognitive responses to advertising. Furthermore, this research proposes a way which numerically expresses the effect of ripening caused by the circulating process of response to advertising. |
| 雑誌書誌ID |
|
|
収録物識別子タイプ |
NCID |
|
収録物識別子 |
AN0014259X |
| 書誌情報 |
千葉商大論叢
巻 45,
号 4,
p. 15-33,
発行日 2008-03
|
KJ00005088585.pdf (1.6 MB)
