A Study of Applying Second-Order Conditioning Theory on the Effects of Multiple Endorsements by Celebrity – Perspective of Match-up between Celebrity and Products
碩士 === 雲林科技大學 === 企業管理系碩士班 === 99 === In the past years, majority of studies which related to celebrity endorsement usually focused on the advertising effectiveness of different fitness between the celebrity and product. According to Match-Up Hypothesis, the higher fitness between celebrity and prod...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/30808710673878762945 |