A study on the Influence of Advertising Spokesperson and Advertising Appeal on Advertising Effects: The Moderating Effect of Self-Monitoring
碩士 === 真理大學 === 管理科學研究所 === 94 === The main objective of this research is to investigate the effectiveness of the "attitude toward advertising", " attitude toward brand" and "purchase intention" under different type of spokespersons (celebrity / expertise), different ty...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/43366569748702392636 |