The Relationships Between the Endorser’s Credibility on Brand Image and Purchase Intention- The Moderating Effect of Product Involvement
碩士 === 國立虎尾科技大學 === 經營管理研究所 === 98 === Brand image is one of the main factors for products in the competitive environment. Endorser is the fastest way to build up brand images for companies. Companies have to pay attention to product involvement for consumers when they use endorsers to build up b...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/t37695 |