A study on the effects of celebrity endorsement on one-sided and two-sided advertisement appeals
碩士 === 淡江大學 === 企業管理學系碩士班 === 95 === In today''s open society, freedom of speech has been used and abused. Advertisers do not hesitate to take advantage of this freedom to promote products regardless of the long-term effect on consumers as a whole. Many of these information or...
Main Authors: | Khin Lan Chung, 鍾慶蘭 |
---|---|
Other Authors: | Ying-Cheng Hung |
Format: | Others |
Language: | en_US |
Published: |
2007
|
Online Access: | http://ndltd.ncl.edu.tw/handle/k97wuf |
Similar Items
-
The Effect for Consumers Purchase Intention by Celebrity Endorsements: The Mediating Effect of Advertising Effect and Advertising Appeal
by: Yi-Ling Chu, et al.
Published: (2010) -
The Effect of Celebrity Endorsement on Consumers\' Willingness to Purchase - Advertising Appeal and Product Involvement as Moderators
by: Yang,Jing-Wen, et al.
Published: (2019) -
CELEBRITY ENDORSEMENT IN ADVERTISING
by: Vlad Roşca
Published: (2010-01-01) -
Celebrity Entrepreneur Endorsement and Advertising Effectiveness
by: Borhan, H, et al. -
The Influence of Cross-Cultural Endorsers, Degree of Nudity and Advertising Appeals on Advertising Effectiveness: Moderated by Consumers’ Sexual Orientation
by: Chung, Hsiao-Hsien, et al.
Published: (2014)