A study on the influence of gender and credibility of athlete endorser on advertising effects and purchase intention.
碩士 === 國立中正大學 === 運動與休閒教育所 === 98 === The main purpose of this study were to explore differences in athlete endorser credibility, advertising effectiveness and purchase intention based on gender; to investigate the relationships among athlete endorser credibility, advertising effect and purchase int...
Main Authors: | Yu-Jung Hsu, 徐玉榮 |
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Other Authors: | Chen-Yueh Chen |
Format: | Others |
Language: | zh-TW |
Published: |
2010
|
Online Access: | http://ndltd.ncl.edu.tw/handle/52865499378773076298 |
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