Responses of Chinese Consumers to Corporate Advertising Themes: Cue Applicability and Contextual Priming Effects

Jing Jiang; Xiaobo Tao

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Responses of Chinese Consumers to Corporate Advertising Themes: Cue Applicability and Contextual Priming Effects

机译：中国消费者对企业广告主题的反应：提示适用性和语境启动效应

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This study aims to explore a particular way to improve the effectiveness of corporate advertising. In light of the contextual priming theory, this study creates a controllable advertising context by purposively placing a corporate advertisement (a prime)

机译：这项研究旨在探索一种提高公司广告效果的特殊方法。根据情境启动理论，本研究通过有目的地放置公司广告（即优质广告）来创建可控的广告环境

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《Asian Journal of Marketing》 |2011年第1期|共14页
作者
Jing Jiang; Xiaobo Tao;
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中图分类商品流通与市场;
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机译：中国的广告创意：对中国行业观念和消费者对广告创意的反应的考察

Responses of Chinese Consumers to Corporate Advertising Themes: Cue Applicability and Contextual Priming Effects

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