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营销科学学报
“虚”以求理,“实”以诉情——代言人类型与广告诉求的匹配效应研究
汪旭晖, 曹学义, 黄海蒂
"Virtual" for Reason, "Real" for Emotion——Research on the Matching Effect Between Spokesperson Type and Advertisement Appeal
Wang Xuhui, Cao Xueyi, Huang Haidi
营销科学学报 . 2025, (2): 115 -134 .