近年來，線上銷售成為越來越多珠寶品牌重視的銷售管道。輕奢珠寶品牌透過和網紅合作，使用社交媒體作為傳達信息，塑造品牌形象和建立客戶關係的平台。本文結合刻板印象內容模型、暗示效果等理論觀點，探討微網紅、廣告訴求、語言風格對於廣告效果的影響。本研究採3（微網紅類型：溫暖vs. 能力vs. 混合）x2（廣告訴求：溫暖訴求vs. 能力訴求）x2 (語言風格 : 明確vs. 暗喻)的實驗設計。研究發現：(1)混合型微網紅 (vs. 溫暖型 vs. 能力型)可以產生較高的廣告態度，(2)溫暖(能力)型微網紅搭配能力(溫暖)訴求可產生較高的廣告態度，(3)溫暖型(能力型)微網紅使用暗喻(明確)語言可產生較高的廣告態度，(4)溫暖型微網紅搭配溫暖訴求和暗喻語言(相較於其他組合)可以產生較高的廣告效果。本研究在學術上可拓展輕奢珠寶品牌之研究，擴充刻板印象內容模型和暗示效果的涵蓋層面，開創微網紅代言人與廣告訴求和語言風格的新適配方向。實務上可提供輕奢珠寶品牌在社交媒體上操作行銷之建議。

In recent years, the Internet has become an increasingly important jewelry sales channel. Affordable luxury jewelry brands use social media as a platform to convey information, shape their brand image and build customer relationships through cooperation with influencers. This study combines「Stereotype Content Models」and 「 Innuendo effects 」theoretical viewpoints to explore micro-influencers type, advertising appeal and endorsement style on advertising effectiveness. This study adopts 3 (micro-influencers type: warmth vs. competence vs. mixed) x2 (advertising appeal: warmth appeal vs. competence appeal) x2 (endorsement style: implicit endorsements vs. explicit endorsements) experimental design. The results of the experiments revealed the following: (1)Mixed type micro-influencers (vs. warmth vs. competence) will have higher advertisement attitude. (2) Warmth type (competence) micro-influencers collocation competence (warmth) appeals will have higher advertisement attitude. (3)The warmth (competence) type micro-influencers use implicit endorsements (explicit endorsements) will have higher advertisement attitude. (4) Warmth type micro-influencers use warm appeal and implicit endorsements (compared to other combinations) will have higher advertising effectiveness. Academically, this study expand the research of affordable luxury jewelry brands, and expand the coverage of Stereotype Content Models and Innuendo effects, that create a new direction of matching between micro-influencers and spokesperson type、advertising appeal and endorsement style. In practice, it could provides suggestions for the operation and marketing of affordable luxury jewelry brands on social media.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 6
第二章 文獻探討 7
第一節 輕奢品( affordable luxury) 7
第二節 輕奢珠寶 8
第三節 微網紅(Micro-influencers) 10
第四節 刻板印象內容模型(Stereotype content model, SCM) 13
第五節 暗示效果(Innuendo effect) 17
第六節 廣告訴求 20
第七節 語言風格 (endorsement style) 22
第三章 研究架構、研究假說、研究方法 26
第一節 研究架構 26
第二節 研究假說 26
第三節 操作型定義及衡量方法 30
第四節 研究方法 31
第五節 資料分析方法 36
第四章 資料分析結果 37
第一節 敘述性統計分析 37
第二節 信效度分析 41
第三節 操弄性檢驗 42
第四節 研究假說之檢驗 43
第五章 結論與討論 55
第一節 研究結論 55
第二節 研究貢獻 61
第三節 研究限制與建議 64
參考文獻 66
附錄一、微網紅代言人 & 廣告訴求之文字描述 77
附錄二、實驗問卷 79


 

中文文獻
王涵、廖國鋒、何兆華 (2019)。廣告訴求與廣告可信度對廣告效果之影響-以綠色服飾為例。紡織綜合研究期刊，
29(2)，41-53。
中國百貨商業協會(2020年02月20日)。疫情對零售生態的破壞與重構。
http://www.ccagm.org.cn/bg-yj/4533.html
李鴻文、蔡進發、賴柏諺(2017)。虛擬代言人對廣告效果之影響: 以產品類別, 自我參照為干擾變數。行銷評論，14(4)。
李祐瑋(2018)。白袍加身，代言加分？醫師代言人廣告效果之探討(未出版之碩士論文)。國立中山大學行銷傳播管理所。
周宣丰。(2005)。廣告語言的言語行為分析。五邑大學學報 (社會科學版), 7(4)，86-89。
林耀南、謝宜瑾(2018年08月01日)。負面選舉廣告與幽默訴求對罷免之廣告效果影響-以選民怕被笑特質為干擾變項。2018
第20屆科際整合管理研討會，台灣。
香港貿易發展局經貿研究(2019年05月14日)。香港貿發局香港國際珠寶展問卷調查：2019年珠寶業界轉趨謹慎。
https://research.hktdc.com/tc/article/MzYyOTk5NzU5
香港貿易發展局經貿研究(2020年08月28日)。香港珠寶業概況。
https://research.hktdc.com/tc/article/MzEzOTU0Nzcx
經濟日報(2021年02月03日)。 網路家庭統計 情人節送禮輕奢品成趨勢。
https://money.udn.com/money/story/5612/5228613
創藝時代(2018年11月06日)。低調奢華永不敗，空氣感輕珠寶是平庸日常的療癒。
https://www.culturelaunch.net/Article/72
劉秀雯、林育理、吳芳軒 (2017)。社群媒體分析: 代言人類型與廣告訴求對顧客參與成效之影響。
管理評論，36(3)，69-84。
廣州珠寶玉石交易中心(2017年12月11日)。一代過去，一代又來：珠寶/飾品消費的輕奢時代。
https://www.gdgje.com/news/news/activity/2017/433.html
蔡孟珈(2008)。情感訴求-以電視廣告為例(未出版之碩士論文)。世新大學圖文傳播暨數位出版研究所。
鄭凱馨(2019)。探索輕奢華商品價值構面對品牌依附與品牌忠誠之影響。宜蘭大學應用經濟與管理學系經營管理所。
Bruno Huang(2018年07月08日)。從心理學觀點看設計對品牌多重要？
https://reurl.cc/YlMgya
KOL Radar(2019年8月19日)。微網紅是什麼？別只看粉絲數量，深化消費者才是品牌致勝關鍵。
https://blog.kolradar.com/2019/08/19/micro_influencers/
McKinsey & Company(2017)。品質生活，時尚引領—麥肯錫輕奢市場面面觀。
https://www.mckinsey.com.cn/wp- content/uploads/2017/11/20171127_麦肯锡轻奢市场面面观.pdf

英文文獻

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Aaker, J., Vohs, K. D., & Mogilner, C. (2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter.
Journal of Consumer Research, 37(2), 224-237.
Abele, A., and B. Wojciszke. (2013). The Big Two in Social Judgment and Behavior. Social Psychology, 44(2), 61–62.
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of
ConsumerResearch, 31(1), 87-101.
Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects
of brand anthropomorphism.Journal of Consumer Research, 39(2), 307-323.
Akbari, M. (2015). Different impacts of advertising appeals on advertising attitude for high and low involvement products. Global
Business Review, 16(3), 478-493.
Alexandra, Z., & Cerchia, A. E. (2018). The Influence of Brand Awareness and Other Dimensions of Brand Equity in Consumers
Behaviour: The „Affordable Luxury” Strategy.“. Ovidius” University Annals,. Ovidius Univ Annal Economic Sci Series, 18(1),
222-427.
Alampi, A. (2019). The future is micro: How to build an effective micro-influencer programme. Journal of Digital & Social Media
Marketing, 7(3), 203-208.
Amed, I., Berg, A., Balchandani, A., Hedrich, S., Rolkens, F., Young, R., & Ekelof, J. (2020). The state of fashion 2020. Business of
Fashion and McKinsey & Company.
Atwal, G. and Williams, A. (2009), Luxury brand marketing - the experience is everything. Journal of Brand Management, 16 (5),
338-346.
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond
self-presentation. Journal of Business Research. 117, 557-569.
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. (2016). The effect of electronic word of mouth on sales: A meta-analytic
review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297-318.
Bain & Company (2020). The Future of Luxury: Bouncing Back from Covid-19.
https://www.bain.com/insights/the-future-of-luxury-bouncing-back-from-covid-19/
Barhorst, J. B., McLean, G., Brooks, J., & Wilson, A. (2019, June). Everyday micro-influencers and their impact on corporate brand
reputation. In 21st ICIG Symposium.
Berger, J., & Keller Fay Group. (2016). Research shows micro-influencers have more impact than average consumers.
https://www.expertvoice.com/wpcontent/uploads/2016/12/Power-of-Influence-Quantified.pdf
Bernazzani, S. (2017). Micro-Influencer Marketing: A Comprehensive Guide.
https://blog.hubspot.com/marketing/microinfluencer marketing
Benson, A. J., Azizi, E., Evans, M. B., Eys, M., & Bray, S. R. (2019). How innuendo shapes impressions of task and intimacy groups.
Journal of Experimental Social Psychology, 85, 103854.
Bhutada, N., Rollins, B., and Perri, M.(2015). Impact of Endorser Testimonials in Direct-to-Consumer Advertising. PCOM Scholarly
Papers, 1411. https://digitalcommons.pcom.edu/scholarly_papers/1411/
Bucuta, A., & Balgaradean, C. M. (2016). Affordable Luxury. The Newest Trend in the Fashion Industry? Case Study: Pandora
Jewelry. In The Proceedings of the International Conference" Marketing-from Information to Decision" (p. 61).
Burke, M., & Kraut, R. E. (2016). The relationship between Facebook use and well-being depends on communication type and tie
strength. Journal of Computer-mediated Communication, 21(4), 265-281.
Burgess, Eric (2016), 11 Essential Stats for Influencer Marketing in 2016, Influencer Orchestration Network.
https://www.ion.co/11-essential-stats-for-influencer-marketing-in-2016
Chevalier, M., & Mazzalovo, G. (2008). Luxury brand management: A world of privilege. John Wiley & Sons.
Cuddy, A. J. C., Glick, P., & Xu, J. (2002). A model of stereotype content as often mixed: Separate dimensions of competence and
warmth respectively follow from status and competition. Journal of Personality and Social Psychology, 82(6), 878-902.
Cuddy, A. J., Norton, M. I., & Fiske, S. T. (2005). This old stereotype: The pervasiveness and persistence of the elderly stereotype.
Journal of Social Issues, 61(2), 267-285.
Cuddy, A. J., Fiske, S. T., & Glick, P. (2007). The BIAS map: behaviors from intergroup affect and stereotypes. Journal of
Personality and Social Psychology, 92(4), 631.
Cuddy, A. J., Fiske, S. T., & Glick, P. (2008). Warmth and competence as universal dimensions of social perception: The stereotype
content model and the bias map. Advances in Experimental Social Psychology, 40, 61-149.
De Veirman, M., Cauberghe, V., Hudders, L., & De Pelsmacker, P. (2017). Consumers’ motivations for lurking and posting in brand
communities on social networking sites. Digital Advertising : Theory and Researc,3,207-221.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research,
37(1), 60-71.
Dinesh, D. (2017). Why micro-influencers are a social media marketing imperative for 2017. EContent, 40(3), 14-15.
Dubois, D., Rucker, D. D., & Galinsky, A. D. (2016). Dynamics of communicator and audience power: The persuasiveness of
competence versus warmth. Journal of Consumer Research, 43(1), 68-85.
Eckes, T. (2002). Paternalistic and envious gender stereotypes: Testing predictions from the stereotype content model. Sex
Roles, 47(3-4), 99-114.
Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. (2000). Celebrity performance and endorsement value: the case of
Tiger Woods. Managerial Finance.
Fiske, S. T., Lin, M., & Neuberg, S. L. (1999). The continuum model: Ten years later. Dual-process theories in social psychology
(pp. 231-254).
Fiske, S. T., Xu, J., Cuddy, A. C., & Glick, P. (1999). (Dis) respecting versus (dis) liking: Status and interdependence predict
ambivalent stereotypes of competence and warmth. Journal of Social Issues, 55(3), 473-489.
Fiske, S. T., Cuddy, A. J., Glick, P., & Xu, J. (2002). A model of (often mixed) stereotype content: competence and warmth
respectively follow from perceived status and competition. Journal of Personality and Social Psychology, 82(6), 878.
Fiske, S. T., Cuddy, A. J., & Glick, P. (2007). Universal dimensions of social cognition: Warmth and competence. Trends in
Cognitive Sciences, 11(2), 77-83.
Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5-6), 347-363.
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review, 87(4), 105-111.
Forbes (2017). Using Micro-Influencers To Successfully Promote Your Brand.
https://www.forbes.com/sites/forbescoachescouncil/2017/09/29/using-micro-influencers-to-successfully-promote-your-
brand/?sh=78d37fa91763
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63–71.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of
Advertising Research, 24(5), 33-41.
Gan, T., Wang, S., Liu, M., Song, X., Yao, Y., & Nie, L. (2019, October). Seeking Micro-influencers for Brand Promotion. In
Proceedings of the 27th ACM International Conference on Multimedia (pp. 1933-1941).
Gershoff, A. D., Broniarczyk, S. M., & West, P. M. (2001). Recommendation or evaluation? Task sensitivity in information source
selection. Journal of Consumer Research, 28(3), 418-438.
Hamilton, M. A., Hunter, J. E., & Burgoon, M. (1990). An empirical test of an axiomatic model of the relationship between
language intensity and persuasion. Journal of Language and Social Psychology, 9(4), 235-255.
Hamilton, M. A. (1997). The phase-interfaced omnistructure underlying the processing of persuasive messages. Progress in
communication sciences, 1-42.
Hung, K. (2001). Framing meaning perceptions with music: The case of teaser ads. Journal of Advertising, 30(3), 39-49.
Human, L. J., Sandstrom, G. M., Biesanz, J. C., & Dunn, E. W. (2013). Accurate first impressions leave a lasting impression: The
long-term effects of distinctive self-other agreement on relationship development. Social Psychological and Personality
Science, 4(4), 395-402.
Influencer Marketing Hub(2020).The State of Influencer Marketing 2020: Benchmark Report.
https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/
Judd, C. M., James-Hawkins, L., Yzerbyt, V., & Kashima, Y. (2005). Fundamental dimensions of social judgment: understanding
the relations between judgments of competence and warmth. Journal of Personality and Social Psychology, 89(6), 899-913.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of
consumer research, 11(4), 954-961.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin
deep. Journal of Advertising, 19(1), 4-13.
Kervyn, N., Bergsieker, H. B., & Fiske, S. T. (2012). The innuendo effect: Hearing the positive but inferring the negative. Journal of
Experimental Social Psychology, 48(1), 77-85.
Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can
map brand perception. Journal of Consumer Psychology, 22(2), 166-176.
Kim, S. (2009). Absolutely Lovin’ It vs. Liking It: Test Ofinformation Processing .Theory and Language Expectancy Theory.
https://ecommons.cornell.edu/handle/1813/13826
Koch, T., & Obermaier, M. (2016). With heart and (no) mind? How recipients negatively infer missing information about
politicians and how this affects the assessment of the speaker. Communication Research, 43(7), 972-995.
Kolbl, Ž., Diamantopoulos, A., Arslanagic-Kalajdzic, M., & Zabkar, V. (2020). Do brand warmth and brand competence add value
to consumers? A stereotyping perspective. Journal of Business Research, 118, 346-362.
Kwan, C. M., Dai, X., & Wyer Jr, R. S. (2017). Contextual influences on message persuasion: The effect of empty space. Journal of
Consumer Research, 44(2), 448-464.
Laskey, H. A., Fox, R. J., & Crask, M. R. (1995). The relationship between advertising message strategy and television commercial
effectiveness. Journal of Advertising Research, 35(2), 31-40.
Leonardi, S., Monti, D., Rizzo, G., & Morisio, M. (2020, March). Mining micro-influencers from social media posts. In Proceedings
of the 35th Annual ACM Symposium on Applied Computing (pp. 867-874).
Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of
products and services. Business Horizons, 61(3), 431-442.
Li, X., Chan, K. W., & Kim, S. (2019). Service with emoticons: How customers interpret employee use of emoticons in online
service encounters. Journal of Consumer Research, 45(5), 973-987.
Mackenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as amediator of advertising effectiveness: A
test of competing explanations. Journal of Marketing Research, 23(2)130-143.
Mccracken, G. (1989). Homeyness: A cultural account of one constellation of consumer goods and meanings. Interpretive
Consumer Research, 16, 168-183.
Merchant, A., & Rose, G. M. (2013). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business
Research, 66(12), 2619-2625.
Mediakix(2019). What are micro-influencers?.
https://mediakix.com/blog/what-are-micro-influencers/
Moore, S. G. (2012). Some things are better left unsaid: How word of mouth influences the storyteller. Journal of Consumer
Research, 38(6), 1140-1154.
Mundel, J., Huddleston, P., & Vodermeier, M. (2017). An exploratory study of consumers’ perceptions: What are affordable
luxuries?. Journal of Retailing and Consumer Services, 35, 68-75.
Nowlis, S. M., Mandel, N., & McCabe, D. B. (2004). The effect of a delay between choice and consumption on consumption
enjoyment. Journal of Consumer Research, 31(3), 502-510.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of
Advertising Research, 31(1), 46–54.
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of marketing research,
42(1), 43-53.
Packard, G., & Berger, J. (2017). How language shapes word of mouth's impact. Journal of Marketing Research, 54(4), 572-588.
Peeters, G. (1992). Evaluative meanings of adjectives invitro and in context-some theoretical implications and practical
consequences of positive-negative asymmetry and behavioral-adaptive concepts of evaluation. Psychologica Belgica, 32(2),
211-231.
Peter, C., & Ponzi, M. (2018). The Risk of Omitting Warmth Or Competence Information in Ads: Advertising Strategies for Hedonic
And Utilitarian Brand Types. Journal of Advertising Research, 58(4), 423-432.
Phua, J., Jin, S. V., & Kim, J. J. (2016). Gratifications of Using Facebook, Twitter, Instagram, or Snapchat to Follow Brands: The
Moderating Effect of Social Comparison, Trust, Tie Strength, and Network Homophily on.
https://www.academia.edu/download/56747930/instaa.pdf
Prachi, V. & Rinkesh, C.(2020). Role of Micro-Influencers in Brand Promotion. Published 2020 Business.
Rambourg, E. (2014). The bling dynasty: Why the reign of Chinese luxury shoppers has only just begun. Singapore, John Wiley &
Sons.
Reinhard, M. A., Messner, M., and Sporer, S. L. (2006). Explicit Persuasive Intent and Its Impact on Success at Persuasion - The
Determining Roles of Attractiveness and Likeableness, Journal of Consumer Psychology, 16(3), 249-259.
Rohampton, J. (2017). 5 social media trends that will dominate 2017.
https://www. forbes. com/sites/jimmyrohampton/2017/01/03/5-social-mediatrends-that-will-dominate-2017.
Ruiz, S., & Sicilia, M. (2004). The impact of cognitive and/or affective processing styles on consumer response to advertising
appeals. Journal of Business Research, 57(6), 657-664.
Sanbonmatsu, D. M., Kardes, F. R., Posavac, S. S., & Houghton, D. C. (1997). Contextual influences on judgment based on limited
information. Organizational Behavior and Human Decision Processes, 69(3), 251-264.
Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing,
78(1), 1-19.
Searle, J. R., Searle, P. G., Willis, S., & Searle, J. R. (1969). Speech acts: An essay in the philosophy of language (Vol. 626).
Cambridge university press.
Sela, A., Wheeler, S. C., & Sarial-Abi, G. (2012). We are not the same as you and I: Causal effects of minor language variations on
consumers' attitudes toward brands. Journal of Consumer Research, 39(3), 644-661.
Seiler, R., and Kucza, G. (2017). Source Credibility Model, Source Attractiveness Model and Match-up-Hypothesis. An Integrated
Model, Economy & Business Journal, 11(1), 1-15.
Shankar, V., Azar, P., & Fuller, M. (2008). Practice Prize Paper—BRAN* EQT: A Multicategory Brand Equity Model and Its
Application at Allstate. Marketing Science, 27(4), 567-584.
Shahid, S., Islam, J. U., Farooqi, R., & Thomas, G. (2021). Affordable luxury consumption: an emerging market's perspective.
International Journal of Emerging Markets. ahead-of-print(ahead-of-print).
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand
alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.
Stayman, D. M., & Kardes, F. R. (1992). Spontaneous inference processes in advertising: Effects of need for cognition and self-
monitoring on inference generation and utilization. Journal of Consumer Psychology, 1(2), 125-142.
Stangor, C., & Lange, J. E. (1994). Mental representations of social groups: Advances in understanding stereotypes and
stereotyping. Academic Press.
Sutcliffe, J. T., Benson, A. J., & Bruner, M. W. (2019). Parents value competence more than warmth in competitive youth ice
hockey coaches: Evidence based on the innuendo effect. Psychology of Sport and Exercise, 43, 82-89.
Swaminathan, V., Page, K. L., & Gürhan-Canli, Z. (2007). “My” brand or “our” brand: The effects of brand relationship dimensions
and self-construal on brand evaluations. Journal of Consumer Research, 34(2), 248-259.
Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising,
27(1), 67-82.
Tian, Y., Yang, J., & Chuenterawong, P. (2021). Share or not? Effects of Stereotypes on Social Media Engagement Using the
Stereotype Content Model. Journalism Practice, 1-27.
Veblen, T. (1899). The theory of the leisure class. New Brunswick, NJ: Transaction Publishers.
Verduyn, P., Ybarra, O., Résibois, M., Jonides, J., & Kross, E. (2017). Do social network sites enhance or undermine subjective well
‐being?. A critical review. Social Issues and Policy Review,11, 274–302.
Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2017). Smile big or not? Effects of smile intensity on perceptions of warmth and competence.
Journal of Consumer Research, 43(5), 787-805.
Wegner, D. H. (1984). Innuendo and damage to reputations. ACR North American Advances.
Wegner, D. H. (1984). Innuendo and damage to reputations. ACR North American Advances.
Wojciszke, B., Dowhyluk, M., & Jaworski, M. (1998). Moral competence-related traits: How do they differ?. Polish Psychological
Bulletin , 29, 283-294.
Wu, L., Liu, H., & Zhang, J. (2017). Bricolage effects on new-product development speed and creativity: The moderating role of
technological turbulence. Journal of Business Research, 70, 127-135.
Xue, F., & Muralidharan, S. (2015). A green picture is worth a thousand words?: Effects of visual and textual environmental
appeals in advertising and the moderating role of product involvement. Journal of Promotion Management, 21(1), 82-106.
Yeh, J. T., & Lin, C. L. (2010). Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal,
endorser, and involvement model and purchasing behavior. Social Behavior and Personality: an international journal, 38(2),
249-256.
Zawisza, M., & Cinnirella, M. (2010). What matters more—breaking tradition or stereotype content? Envious and paternalistic
gender stereotypes and advertising effectiveness. Journal of Applied Social Psychology, 40(7), 1767-1797.
Zarantonello, L., Schmitt, B. H., & Jedidi, K. (2014). How to advertise and build brand knowledge globally: Comparing television
advertising appeals across developed and emerging economies. Journal of Advertising Research, 54(4), 420-434.
Zawisza, M., & Pittard, C. (2015). When do warmth and competence sell best? The “golden quadrant” shifts as a function of
congruity with the product type, targets’ individual differences, and advertising appeal type. Basic and Applied Social
Psychology, 37(2), 131-141.
Zhou, X., Kim, S., & Wang, L. (2019). Money helps when money feels: Money anthropomorphism increases charitable giving.
Journal of Consumer Research, 45(5), 953-972.
Zhang, H., Zheng, X., & Zhang, X. (2020). Warmth effect in advertising: the effect of male endorsers’ warmth on brand attitude.
International Journal of Advertising, 39(8), 1228-1251.
Zulkifly, H. Z., & Firdaus, N. (2014). Persuasion and the online consumers: Investigating copywriting strategies in native
advertisements. International Journal of Social Science and Humanity, 4(6), 430–434..