网络环境下广告怀旧有助于品牌的口碑传播吗?基于情感双维度视角
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廖以臣, 许传哲, 龚璇
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Does nostalgic advertising contribute to the spread of a brand’s word of mouth? An emotional two-dimensional perspective
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LIAO Yichen, XU Chuanzhe, GONG Xuan
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表4 广告类型和品牌形象对口碑传播的影响
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| 变异来源 | III类平方和 | df | 均方 | F | 显著性 | | 校正模型 | 3.20E-6 | 3 | 1.07E-6 | 32.472 | 0.000 | | 截距 | 4.70E-6 | 1 | 4.70E-6 | 143.007 | 0.000 | | 怀旧类型 | 1.12E-6 | 1 | 1.12E-6 | 34.170 | 0.000 | | 品牌形象 | 1.78E-6 | 1 | 1.78E-6 | 54.123 | 0.000 | | 怀旧类型×品牌形象 | 1.58E-6 | 1 | 1.58E-6 | 48.203 | 0.000 | | 误差 | 1.13E-5 | 344 | 3.29E-8 | | | | 总计 | 1.73E-5 | 348 | | | | | 校正的总计 | 1.45E-5 | 347 | | | |
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