Message Framing Strategy for Brand Communication

Shu-pei Tsai

Extant research has been conducted on message framing as an advertising strategy for brand communication, but discoveries are inconclusive and even conflicting.

Message Framing Strategy for Brand Communication

Shu-Pei TsaiShih Hsin University

INTRODUCTION

Message framing, a strategy of advertising message construction, is widely adopted in various forms of brand advertising campaigns. The hedonic principles of approach...

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