The Impacts of Endorser’s Negative Information and Source Credibility on Brand Attitude and Purchase Intention
碩士 === 逢甲大學 === 企業管理所 === 100 === Although the enterprise attempts to use endorser can bringing positive benefits, the enterprise image may be affected with endorser’s individual negative information. This Study adopted 2x2 experimental design to explore the impacts of endorser’s negative informatio...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/15905474715639657071 |