The Mediating Effect of Consumers’ Attitudetoward Product Placement Advertisement on the Relationship among Role Identification, Role Empathy and Purchase Intention- The Case of American Movie “Cellular”
碩士 === 大葉大學 === 國際企業管理學系碩士班 === 94 === ABSTRACT Recently, marketing tactic is no longer to pass the generally traditional advertisement, replaces a new-type marketing way which places product in the daily life TV program or film seen of consumers, such advertising way is called “Product Placement”....
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/77761062479311636710 |