The influence of the celebrity and congruency of brand and celebrity on consumer attitude and purchase intention.
碩士 === 輔仁大學 === 管理學研究所 === 94 === Marketing by celebrity endorsement is the most used by marketers. We can see celebrity endorsing advertisements everywhere. But most of people could not quite sure the effectiveness of celebrity endorsement. So this topic becomes one of the most popular research are...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/38017708656890673803 |