PENGARUH EKSPEKTASI DAN KOMPLEKSITAS INFORMASI TERHADAP IKLAN PADA KETERLIBATAN, SIKAP TERHADAP IKLAN DAN MEREK DENGAN NEED FOR COGNITION SEBAGAI PEMODERASI
This study focused on consumer attitudes towards advertising. Many factors influenced consumer attitudes toward advertisement. This study explored the influence of two factors: consumer visual expectation and complexity of message delivery. 120 respondents have been involved and ANOVA has been empl...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia
2009-12-01
|
| Series: | Jurnal Siasat Bisnis |
| Online Access: | https://jurnal.uii.ac.id/JSB/article/view/3989 |