The Impact of Athlete's Endorsement on Brand Equity and Purchase Intention: Product Category as Moderator
碩士 === 中國文化大學 === 國際企業管理研究所 === 96 === As the domestic athletes’ performance getting much more spectacular these years, the credibility of athlete’s endorsement has been an important issue in the research area of marketing. But in the previous literature, the whole research literature regarding the...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/00765184796726533713 |